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Snowflake has been selected by Unlimitail to support its retail media network, marking a development in the omnichannel retail media landscape. Unlimitail’s Global Retail Media Data Hub will use Snowflake’s Data Clean Rooms, enabling retailers to use first-party data while maintaining privacy controls.
Retail media is a growing segment of digital advertising, but it continues to face fragmentation challenges. Research from Publicis indicates increased investment in retail media in Europe, alongside two ongoing issues: secure data collaboration across multiple retail parties and measuring ROI beyond click-based metrics.
Having managed Carrefour’s first-party data, Unlimitail has experience with these challenges. Traditionally, centralising retailer data has been difficult, and Snowflake’s technology has been used to address some of these constraints. Unlimitail has extended its approach to other retailers, including MediaMarkt Saturn and MyOrigines, showing adaptability across different retail environments.
Snowflake Data Clean Rooms enable collaboration between retailers and brands on shared datasets. This includes use cases such as analysing overlapping audiences or evaluating campaign performance using real purchase data. Snowflake’s zero-copy architecture allows insights to be generated without requiring data to be moved, helping maintain each retailer’s privacy.
This approach also supports collaboration among retailers, brands, and third-party partners within a shared environment, with the aim of enabling combined audience analysis.
Unlimitail plans to launch its Global Retail Media Data Hub later in the year, aiming to serve as a coordination point for retail collaboration across Europe and LATAM, with a focus on operational consistency and data governance.
Overall, the collaboration between Unlimitail and Snowflake focuses on improving how data is shared and used in retail media, supporting more structured data-driven decision-making and business planning.
