NIQ launches global data clean room on Snowflake for ad measurement

NIQ introduced on October 2, 2025, the launch of its knowledge clear room on Snowflake, designed to allow each knowledge enrichment and final result measurement for entrepreneurs worldwide. The buyer intelligence firm’s first devoted clear room helps vital use circumstances for entrepreneurs, media homeowners, retail media networks, and advert tech platforms.

The Snowflake-based clear room allows entrepreneurs to complement their proprietary first-party knowledge with NIQ’s privacy-compliant client alerts. In response to the announcement, the safe atmosphere facilitates viewers discovery, segmentation, scoring, and marketing campaign activation whereas defending client knowledge and upholding international privateness requirements.

“Advertisers are sitting on a wealth of first-party knowledge, however unlocking its full potential requires the fitting client alerts and knowledge collaboration options,” said Lana Busignani, Common Supervisor at NIQ. The clear room atmosphere permits entrepreneurs to uncover high-value audiences, sharpen segmentation, and activate campaigns with higher precision, based on Busignani.

Past enrichment capabilities, the clear room helps final result measurement by leveraging NIQ’s retail insights to assist advertisers and media homeowners assess marketing campaign impression. This performance permits entrepreneurs to tie media investments to real-world outcomes, accelerating the trade’s shift towards outcome-based planning and optimization.

Dennis Buchheim, International Head of Media, Leisure, Promoting & Advertising and marketing Expertise at Snowflake, emphasised the strategic significance of the collaboration. “We’re proud to play a strategic function within the evolution of promoting measurement with NIQ, whose distinctive knowledge belongings and options make this doable,” Buchheim said. “Collectively, we’re enabling entrepreneurs to make smarter, data-driven choices with confidence, all whereas prioritizing client privateness.”

Each NIQ and Snowflake function clear rooms to make sure privateness upkeep, knowledge auditability, and measurement knowledge export based on accepted aggregation guidelines. The collaboration underscores each firms’ dedication to innovation, client privateness, and measurable advertising outcomes.

Technical infrastructure and knowledge scope

NIQ operates with a world attain spanning over 90 international locations, masking roughly 85% of the world’s inhabitants and greater than $7.2 trillion in international client spend. The corporate delivers what it calls the Full View, combining holistic retail learn and complete client insights by way of superior analytics and state-of-the-art platforms.

The clear room structure on Snowflake represents a safe collaboration framework the place knowledge stays protected whereas enabling analytical processes. In response to Busignani, the partnership with Snowflake, already a strategic associate to most international advertisers and media firms, helps purchasers enhance the standard and worth of their first-party knowledge to drive higher outcomes.

The system operates by way of constraints—guidelines limiting knowledge evaluation throughout the clear room and controlling export parameters. These constraints have to be appropriately designed, carried out, and monitored to successfully restrict knowledge utilization and disclosure, based on Federal Trade Commission guidance on data clean rooms.

Business context for clear room adoption

Clear room expertise has emerged as a vital infrastructure element throughout the promoting ecosystem. Amazon launched its Publisher Cloud clean room technology in June 2024, enabling advertisers to leverage publishers’ first-party knowledge for viewers focusing on whereas sustaining strict privateness controls.

The market has seen vital consolidation exercise, with LiveRamp announcing a $200 million acquisition of Habu, a knowledge clear room software program supplier, in January 2024. That transaction aimed to offer prospects with a unified platform for connecting, managing, and analyzing knowledge throughout all clouds, walled gardens, and clear rooms.

Snowflake has established itself across multiple advertising use cases, with main promoting holding firms constructing advertising expertise infrastructure on the platform. The corporate’s computational capabilities allow quicker funding decision-making by way of enhanced channel insights.

Main streaming platforms have built-in clear room suppliers into their promoting choices. Netflix partnered with Snowflake, InfoSum, and LiveRamp to facilitate safe knowledge matching between advertiser first-party knowledge and Netflix’s viewers segments with out compromising particular person privateness.

The NIQ clear room launch addresses persistent measurement challenges throughout retail media networks. European research published in July 2025 revealed that whereas 88% of consumers require ROAS knowledge, solely 71% of retail media networks at the moment present this measurement, highlighting inconsistencies throughout the ecosystem.

Media measurement and attribution prime the record of areas requiring standardization, with 78% and 69% of stakeholders respectively figuring out these as vital wants, based on IAB Europe’s research. The group actively addresses these gaps by way of Measurement Requirements for Retail Media, offering frameworks for constant metric comparability throughout platforms.

Retail media measurement remains challenging despite significant industry growth, based on specialists talking on the IAB Australia Commerce & Retail Media Summit in July 2025. The closed-loop nature of retail media offers benefits over conventional promoting channels, but vital challenges stay in implementation throughout omnichannel environments.

The Australian market demonstrates refined approaches to omnichannel integration, with retailers developing capabilities bridging physical and digital experiences. This basis allows complete buyer journey optimization throughout touchpoints, aligning with the result measurement capabilities NIQ emphasizes in its clear room providing.

Privateness and regulatory issues

The FTC issued steerage in November 2024 warning that data clean rooms “are not rooms, do not clean data, and have complicated implications for user privacy”. The regulatory physique emphasised that by default, most knowledge clear room providers will not be privacy-preserving.

The fee’s technical evaluation revealed that knowledge clear rooms can add new avenues for knowledge leaks and breaches. Giving one other system entry to a dataset expands the perimeter that must be defended in opposition to assault and error, based on the FTC doc.

The FTC explicitly states it “stays vigilant in policing any unfair practices or misleading claims about knowledge assortment, disclosure, sale, or use – whatever the applied sciences employed.” This stance has rapid implications for firms using or contemplating clear room implementations.

The timing of the FTC steerage, launched in November 2024, suggests elevated regulatory scrutiny of privacy-enhancing applied sciences and their advertising claims. The company emphasizes that utilizing clear rooms doesn’t mechanically stop impermissible disclosure or use of client knowledge.

Market positioning and aggressive dynamics

Platform adoption metrics indicate substantial advertiser engagement with retail media technology. Criteo’s platform at the moment serves roughly 4,000 manufacturers and operates retail media applications for 225 retailers globally, demonstrating the dimensions of infrastructure supporting clear room integrations.

First-party data integration has become table stakes, with StackAdapt turning into the primary DSP to embed Snowflake Cortex AI throughout the Snowflake Native App Framework in July 2025. The combination eliminates the necessity to transfer knowledge exterior Snowflake whereas seamlessly reworking uncooked first-party knowledge into actionable insights.

The demand-side platform panorama has embraced Snowflake connectivity, with The Trade Desk launching Galileo in January 2023 for first-party knowledge onboarding and activation by way of CRM, CDP, and clear room suppliers. The platform established direct integrations with Snowflake alongside Adobe, Amazon Net Providers, Habu, InfoSum, LiveRamp, and Salesforce.

Cost data import functionality expanded significantly in mid-2025, with Google Analytics including Snowflake amongst 9 extra knowledge sources in open beta on June 24, 2025. The enhancement permits entrepreneurs to consolidate promoting spend knowledge from a number of platforms right into a single analytics interface.

Why this issues for entrepreneurs

The NIQ clear room launch on Snowflake represents infrastructure growth addressing basic trade challenges round first-party knowledge activation and final result measurement. Entrepreneurs managing campaigns throughout a number of retail media networks face persistent standardization gaps that restrict cross-platform efficiency comparability.

The emphasis on final result measurement aligns with broader trade shifts towards commerce-driven attribution fashions. Retail media spending achieved 22.1% development in 2024, outpacing the broader promoting market by almost 4 occasions, based on IAB Europe data.

Model diversification throughout retail media networks has accelerated, with brands working with four to six networks more than doubling from 10% to 24% in European markets. This proliferation creates operational complexity requiring unified measurement frameworks that clear room expertise addresses.

The partnership displays Snowflake’s strategic place in promoting expertise infrastructure. Major advertising holding companies have built marketing technology stacks on the platform, with implementations establishing transparency mechanisms that reverse conventional company knowledge fashions.

The collaboration’s emphasis on privacy-compliant knowledge enrichment responds to growing regulatory scrutiny. European markets have invested heavily in measurement standards and unified definitions to handle fragmentation points, with certification applications launching to convey standardized measurement and transparency to retail media campaigns.

For advertising professionals navigating the transition to outcome-based measurement, the NIQ clear room offers infrastructure connecting media investments to real-world enterprise outcomes. The system’s integration with Snowflake’s current advertiser and media firm partnerships reduces implementation friction whereas sustaining the safety protocols essential for regulatory compliance.

Timeline

Abstract

Who: NIQ, a client intelligence firm masking over 90 international locations and 85% of the world’s inhabitants, partnered with Snowflake to launch a world knowledge clear room. Key figures embody Lana Busignani, Common Supervisor at NIQ, and Dennis Buchheim, International Head of Media, Leisure, Promoting & Advertising and marketing Expertise at Snowflake.

What: A knowledge clear room on Snowflake’s platform enabling entrepreneurs to complement first-party knowledge with privacy-compliant client alerts for viewers discovery, segmentation, scoring, and marketing campaign activation. The system additionally helps final result measurement by connecting media investments to real-world outcomes utilizing NIQ’s retail insights.

When: Introduced October 2, 2025, marking NIQ’s first knowledge clear room devoted to supporting knowledge enrichment and final result measurement use circumstances for the advertising ecosystem.

The place: The clear room operates globally by way of Snowflake’s infrastructure, supporting entrepreneurs, media homeowners, retail media networks, and advert tech platforms throughout NIQ’s community spanning greater than 90 international locations representing $7.2 trillion in international client spend.

Why: The launch addresses entrepreneurs’ challenges in unlocking first-party knowledge’s full potential and measuring real-world marketing campaign impression. The collaboration accelerates the trade’s shift towards outcome-based planning and optimization whereas sustaining privateness compliance and knowledge safety by way of accepted aggregation guidelines.