The digital marketing and advertising industry is going through revolutionary change in 2023, with technical, organisational, cultural and regulatory overhaul. As a result, measuring digital advertising effectiveness or coordinating and running highly targeted and effective ad campaigns is becoming more challenging than ever.

First party customer behavioral data provides organizations true competitive advantage and the ability outperform your peers in the battle for customer attention and brand loyalty.

However, first party customer data is still used sparingly across the digital ad ecosystem, and there are few tools or frameworks to allow advertisers to unlock the value in what first party data they have.

This session will show you how Snowplow allows organizations to deeply understand their users' behavior and intent by creating the best quality behavioral data. It will also explain that when this is combined with the Databricks Lakehouse and data clean rooms, brands can now unlock insights that were previously unachievable, and activate their first party customer behavioral data into highly effective, personalized and creative ad campaigns.

In this session you will learn: - Why first party data can be the ultimate in competitive advantage for digital advertisers - How data clean rooms combined with Snowplow behavioral data enable better insights and more impactful ad targeting - What specific marketing and advertising use cases are possible when utilizing a data clean room on top of the Databricks Lakehouse

Talk by: Jordan Peck

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