The data management landscape is undergoing a revolution, driven by advanced technologies that promise unprecedented efficiency and security, especially when it comes to media measurement technology.

Companies are now capable of processing enormous datasets swiftly and securely, paving the way for more informed decision-making and enhanced operational capabilities. The rise of platforms that integrate seamlessly with popular programming languages and containers is redefining how developers manage data, emphasizing ease of use and scalability.

Snowflake’s Jeff Hollan and VideoAmp’s John Adams talk to theCUBE about media measurement technology.

“Snowflake has been expanding for many years now into things like the Snowpark platform to say, ‘OK, let’s let you bring Python, let’s let you bring containers, lets you do more both in terms of giving you more flexibility in the processing that you can do and bringing those applications to the data,'” said Jeff Hollan (pictured, left), h​ead of developer tools at Snowflake Inc.

Hollan and John Adams (right), vice president of architecture at VideoAmp Inc., spoke with Dave Vellante, chief analyst at theCUBE Research, and Rebecca Knight, theCUBE host at Data Cloud Summit, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed how Snowflake is helping VideoAmp handle its vast amounts of data and the part platforms such as Snowpark plays in these efforts. (* Disclosure below.)

Leveraging Snowflake’s advancements in media measurement technology

Snowflake plays a critical role in VideoAmp’s operations, according to Adams. VideoAmp is a key player in the media measurement technology sector and utilizes Snowflake to handle the vast amounts of data necessary for accurate content and ad measurement.

“We leverage a lot of large data sets to go ahead and create something that’s actionable for our publishers and advertisers to transact upon,” Adams said. “They want to know who’s watching what, what those demographics are and they want to be able to trust the data.”

This capability is essential in an industry where the accuracy of audience measurement directly impacts revenue and trust. An important part of this is Snowflake’s data clean room technologies, which allow different parties to transact data securely without accessing each other’s sensitive information, according to Adams.

“A lot of the work we have to do is, there’s been a lot of regulations, there’s been a lot of work around privacy,” he added. “We want to make sure that you’re not sharing individual’s data with people that the individual hasn’t opted into sharing.”

Efficiency and cost savings with Snowflake

Snowflake has evolved from a hardcore database company to a versatile platform attracting application developers, according to Hollan. Snowflake’s expansion includes support for serverless functions and containers, allowing developers to run their applications at scale without worrying about infrastructure management.

“That’s part of the efficient piece. You’re working with these massive volumes of data. Don’t worry about your data having to leave, go somewhere else. Do the processing here, deal with the latency and the cost of pushing and pulling that data, different pieces,” Hollan said. “And, of course, secure. You want to make sure both the code that you’re writing that you can trust that code running next to your data. Then just having those security promises that Snowflake is known for.”

One of the most significant advantages of using Snowflake is its cost efficiency. Transitioning from traditional data centers to Snowflake’s cloud-based solution has resulted in substantial savings for VideoAmp, according to Adams.

“When we had a large data center … we would go ahead and take a lot of data that we were mastering in Snowflake … we would have to pay egress costs,” he said. “A lot of the processing that we were able to do and spend a couple million bucks a year on this data center, we’re now running that workload on Snowflake for cheaper than our egress costs from AWS to our data center.”

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

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

Photo: SiliconANGLE