Snap Inc. is partnering with Snowflake Inc. to make its flagship product, Snapchat, more secure for users and profitable for advertisers.

The company has integrated with Snowflake’s Marketing Data Cloud to provide advertisers with encrypted data through technologies such as Data Clean Rooms. These features allow organizations to share data without compromising user security.

Snowflake’s Bill Stratton and Snap’s John Eckhardt discuss Snapchat’s emphasis on user security.

“Regulatory bodies have been pushing advertisers to be much more conscientious about the way they use data,” said John Eckhardt (pictured, right), director of global marketing science at Snap. “Snapchat has been privacy by design. The nature of the way that the app is built is that the messages are ephemeral; they disappear. This partnership with Snowflake and the marketing cloud has enabled advertisers to be able to create integrations that drive better ads performance and also do that in the most modern privacy-safe way through data clean rooms.”

Eckhardt and Bill Stratton (left), global head of media, entertainment and advertising at Snowflake, spoke with theCUBE’s Rebecca Knight and Dave Vellante at Data Cloud Summit, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed how Snap and Snowflake’s collaboration enhances Snapchat for both users and advertisers. (* Disclosure below.)

Augmenting Snapchat’s ad performance with AI features

Snap hopes to harness its current use cases for artificial intelligence, such AI lenses that make users, for example, look like they would have in the 90s, to improve ad performance.

“We have compute clusters that are capable of doing really sophisticated modeling and interpretation of really simple inputs and making a really complex output,” Eckhardt said. “We’ve seen great response and great user engagement in these types of tools, but you can see that over the course of the next months to years that advertisers are going to be able to start using this.”

Snap has seen a 300% increase in the number of convergence application programming interface integrations over the last year, according to Eckhardt, who believes that Snapchat’s integration into Snowflake’s Marketing Cloud will continue to improve that growth rate.

“There used to be organizations on the marketing and advertising side that had large teams of people building audience targets in order to activate a campaign. Now that complexity is being reduced using AI and LLMs on Snowflake,” Stratton said. “We’re starting to unlock that as a value creation.”

AI-powered advertising methods will also make the platform more accessible to small businesses and allow them to reach a wider base of users, according to Eckhardt.

“Seeing outcomes … matters to small business[es] more than anyone else, because they don’t have the time or the money to waste,” he said. “That’s what we believe is actually one of the most important growth arcs for us, is democratizing these tools, democratizing access and giving small businesses a chance to really flourish on the platform.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE Research’s coverage of Data Cloud Summit: 

(* Disclosure: Snowflake Inc. and Snap Inc. sponsored this segment of theCUBE. Neither Snowflake, Snap nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE