OzTAM will leverage AI data cloud company Snowflake's Data Clean Rooms for its VOZ Streaming data enablement solution.
VOZ Streaming, Australia’s first solution for multi-broadcaster programmatic BVOD trading, combines anonymised viewer data from the major commercial networks’ BVOD offerings (7plus, 9Now, 10 play and SBS On Demand) into one common OzTAM dataset within a cross-cloud environment.
Data clean rooms allow organisations to unlock the value of sensitive data by anonymising, processing, and securely storing personally identifiable information (PII) which enables joint data analytics, machine learning, and AI.
Snowflake’s Data Clean Rooms is a controlled environment that allows multiple companies to securely collaborate on sensitive or regulated data, while preserving the privacy of the enterprise data.
Snowflake was selected by OzTAM to hash and anonymise the data of users from each participating BVOD provider within the VOZ Streaming data enablement service. From there, advertisers can target precise personas – specific demographics based on age, gender, and viewing behaviours – to more accurately place advertisements in front of viewers regardless of the BVOD channel they are watching, when they are watching it, or the device they are using.
Snowflake Data Clean Rooms will allow for personal data to be shared across broadcasters and between agencies without sharing names, ages, email addresses, or any other PII. The clean room provider has full control over the environment, while approved partners can get a feed with anonymised data.
OzTAM CEO Karen Halligan said a data clean room was essential to protect the privacy of viewers, help the networks ensure data security and enable a brand safe, privacy preserving environment for advertisers.
“Snowflake Data Clean Rooms’ easy integration with our groundbreaking premium data enablement service for BVOD programmatic ad trading is another milestone in the progression of VOZ," she said.
"Data governance was non-negotiable, and following a thorough tender process, Snowflake demonstrated the best approach.”
Snowflake's VP for ANZ, Theo Hourmouzis, said OzTAM’s VOZ Streaming service will help broadcasters and advertisers unlock the full potential of streaming via BVOD, enabling advertisers to engage with the right audience at the exact time they’re viewing.
“This complete reimagining of BVOD advertising is made possible through Snowflake Data Clean Rooms as they protect viewer privacy while enabling personalisation on a scale previously thought impossible," he said.
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