MadTech, a leading product-led consultancy focused on advertising and marketing technology announced the launch of MadConnect as a Snowflake Native App on Snowflake Marketplace. MadConnect allows publishers, platforms, agencies, and brands to establish bi-directional data connections between their Snowflake environment to any source or destination platform in the advertising industry in minutes.
As the industry shifts towards heightened consumer privacy and reliance on first-party data, interoperability between platforms—such as MarTech and AdTech platforms, including CDPs, DSPs, enrichment providers, and SSPs, as well as social platforms and data clean rooms have become crucial. This market shift requires leveraging APIs to enable platform-to-platform communication, rather than 3rd party cookie syncs. MadConnect automates connector setup and eliminates the arduous process of developing and maintaining them, which is costly and places a significant strain on engineering and product resources.
MadConnect enables joint customers to conduct ETL and reverse ELT across a host of advertising destinations where their customers’ first-party data lives. This unique approach supports enhanced privacy and security by processing and formatting the data before sending it via a secure connection to the source or destination platform. The solution is highly effective for key use cases, including Audience Activation, Campaign Optimization, Measurement, Reporting, Data Enrichment, and Data Collaboration providing robust support for data requirements. Since the application is built on Snowflake and available in the Snowflake Marketplace, it can be deployed seamlessly in the customer’s environment.
Key Benefits of the MadConnect Snowflake Native App Include:
- No Development, No Maintenance: Manages all development, support, and maintenance of API connectors, freeing your business from these responsibilities.
- Bi-directional Data Connectivity: Facilitates seamless data transfer between sources and destinations, enabling both platform-to-platform communication through query-based connectors and single-direction large file batch transfers.
- Fixed Price Per Connector, Unlimited Data Transfer: Transfers unlimited data at a consistent fixed cost, easily payable with Snowflake credits.
- Highly Secure and Privacy Focused: Processes and formats data exclusively within your Snowflake environment, ensuring that your data remains private and inaccessible to any unauthorized third parties.
- Neutral Data Transfer: Provides for secure data transfers while maintaining fairness and non-competition among connected ecosystem partners.
- Direct Connect: Match your IDs directly, maintain data fidelity, and bypass intermediaries.
“MadConnect distinguishes itself in the advertising industry for marketers looking for an edge in their ongoing mission to integrate and action on data via an ever growing number of sources, whether through extraction or onboarding,” said David Wells, Industry Principal for Media, Entertainment, & Advertising at Snowflake. “It enables joint customers to maintain control over their data strategies, free from the complexities or biases of platforms that also handle data management and analysis. Flexibility, effectiveness of performance, and efficiency of price make MadConnect a great option for marketers and the partners that serve them on Snowflake.”
“We are thrilled to launch our Snowflake Native App and bring MadConnect capabilities to joint customers,” said Bob Walczak, CEO of MadTech. “We’re making it easier, more efficient, scalable, and more secure for businesses to move data in and out of their Snowflake environment, empowering them to unlock the full potential of their data.”
MadConnect is set to launch as a Snowflake Native App on October 7, 2024. It will support unlimited data transfers and can be conveniently paid for using existing credits. The initial roll-out includes connections with major social platforms such as Meta, TikTok, and LinkedIn; DSPs including Amazon Ads, The Trade Desk, Adobe, and Yahoo; and SSPs like Equativ, IndexExchange, and OpenX.
For more such updates, follow us on Google News Martech News