Power of Audience Identifiers, First-Party Data Will Show at Beet Retreat Santa Monica 2024 Beet.TV [Video]

Since the birth of advertising, marketers have pondered whether they spent their media dollars most effectively. The upcoming Beet Retreat Santa Monica will feature key discussions on how measurements of ad effectiveness are being revolutionized by a variety of technologies.

“There’s a lot of talk about AI and its impact on media and advertising,” David Wells, industry principal for media, entertainment and advertising at cloud data platform Snowflake, said in this interview with Lisa Granatstein, editorial director of Beet.TV. “We see that as a huge opportunity in terms of parsing large amounts of data to extrapolate insights.”

Informed Consent

Snowflake is collaborating with sell-side platforms such as Magnite and demand-side platforms such as The Trade Desk to help businesses with onboarding their first-party data assets. The data is more valuable when it’s backed by informed consent by consumers.

“There’s a massive shift on customer first-party data with a lot of large marketers,” Wells said. “As a …