StackAdapt unveils Snowflake native app for first-party data activation

StackAdapt announced on July 24, 2025, the availability of its first Snowflake Native App powered by Snowflake Cortex AI on Snowflake Marketplace. The demand-side platform becomes the first to embed Snowflake Cortex AI within the Snowflake Native App Framework, transforming complex data preparation into streamlined workflows accessible to any marketer.

The launch represents a significant advancement for enterprise advertisers seeking to activate first-party data at scale. According to the company's announcement, marketers can create real-time audience segments directly within the platform without requiring IT intervention. The integration eliminates the need to move data outside Snowflake while seamlessly transforming raw first-party data into actionable insights.

"Marketers want results, not roadblocks. Bringing Cortex into the Snowflake Native App means our clients can turn raw tables into ready-to-use audiences in minutes," said Yang Han, co-founder and CTO at StackAdapt. The executive emphasized the critical nature of first-party data utilization for driving performance and growth in privacy-safe environments.

Using Snowflake Cortex, marketers can employ natural language to query tables, identify relevant columns for mapping, and locate precise data needed for campaign execution. Processes that previously required manual updating and spreadsheets become automated through guided flows, allowing teams to focus on creative strategies and performance optimizations.

The platform enables teams to utilize first-party data for retargeting past customers, building lookalike audiences, suppressing segments like converted users or ineligible leads, and measuring campaign results using existing system data. Integration with the StackAdapt Data Hub allows users to bring data from multiple Snowflake tables into a single environment without requiring stitching or reformatting, providing comprehensive customer views.

"StackAdapt has launched a number of solutions on Snowflake Marketplace, and this latest launch illustrates how the Snowflake Native App Framework simplifies first-party data activation at scale," said Eric Batscha, industry principal for adtech at Snowflake. The Snowflake executive described StackAdapt as a prime example of raising usability standards while protecting customer data within Snowflake.

By simplifying data discovery, mapping, and activation into a unified process, the native app provides teams greater control, faster execution, and more meaningful outcomes. Brands can grant data access to agencies using StackAdapt's API key, enhancing collaboration flexibility.

These features give advertisers faster, more secure methods to utilize first-party data across digital channels. Marketers across industries including food and beverage, financial services, e-commerce, and technology can more effectively activate campaigns to measure inventory, loyalty programs, personalized campaigns, and additional applications.

The announcement comes as first-party data becomes increasingly critical for business growth amid privacy changes affecting traditional targeting methods. According to PPC Land analysis, traditional third-party data from browsers is becoming less accurate and raises privacy concerns, requiring businesses to capture and activate their own customer and business data.

StackAdapt's innovation follows the company's recent AI assistant Ivy launch which enables marketers to extract insights through natural language prompts. The assistant operates alongside the platform's unified approach to owned and paid media, extending intelligent automation across advertising channels.

The Snowflake Native App is now available in public preview on Snowflake Marketplace. The solution addresses the growing need for efficient first-party data activation as programmatic advertising growth reaches 72% according to the latest Comscore report.

Technical implementation requires marketers to access Snowflake and use Cortex-powered search to locate relevant data, select tables and map data fields to StackAdapt, then segment and launch targeted cross-channel programmatic campaigns. The expected workflow involves Snowflake administrators installing the app and establishing connections through API keys and permissions, followed by marketer access to data discovery and campaign activation.

Key capabilities include custom audience creation from first-party data for precise campaign activation, omnichannel activation across Connected TV, Digital Out-of-Home, Audio, In-Game, Video, Native, and Display channels, seamless data synchronization from Snowflake directly to StackAdapt, and advanced segmentation to refine imported profiles for tailored messaging.

Sample data tables include past purchasers, dine-in visitors, online purchasers, repeat customers, and new customers. Field combinations support email addresses, names with postal codes, phone numbers, and complete address information including city, state, and zip codes.

The business applications encompass 360-degree customer views leveraging comprehensive Snowflake customer data for personalized programmatic advertising, audience activation automating first-party data usage while accessing diverse advertising inventory, advanced audience segmentation creating unique audiences from multiple sources, customer acquisition extending reach through lookalike audiences via machine learning, subscriber acquisition and retention through personalized messaging across funnel stages, and accelerating advertising revenue by optimizing campaign performance to maximize budget efficiency.

Security features include comprehensive security reviews, role-based access control protecting data through Snowflake's access management, and recommended privilege grants for account-level and object-specific permissions after app installation.

The platform supports global coverage across Canada and the United States, with cloud region availability including AWS Canada Central, US East Virginia, US East Ohio, and US West Oregon regions.

Timeline

• July 24, 2025: StackAdapt announces first Snowflake Native App powered by Cortex AI on Snowflake Marketplace
• July 9, 2025: StackAdapt launches Ivy AI-powered assistant for faster data-driven decisions
• July 1, 2025: StackAdapt achieves 71% QPS reduction with Index Exchange ad podding technology
• September 10, 2024: StackAdapt and Adsquare launch integrated Footfall Attribution solution for global advertisers
• May 20, 2024: StackAdapt partners with Samba TV for enhanced CTV measurement and targeting

Key Terms Explained

First-Party Data: Information that companies collect directly from their customers and website visitors through interactions like purchases, account registrations, email subscriptions, and website behavior tracking. This data type provides the highest quality insights for advertising targeting and measurement because it comes from verified customer relationships rather than third-party inference or tracking. As privacy regulations restrict third-party data usage, first-party data becomes increasingly valuable for maintaining advertising effectiveness while companies develop strategies for data collection, management, and activation across their marketing technology stack.

Programmatic Advertising: Automated technology platforms used to buy and sell digital advertising inventory across various channels in real-time. This approach streamlines ad buying compared to traditional methods and allows for more targeted campaigns through data-driven decision making. Programmatic systems utilize algorithms and machine learning to optimize campaign performance, targeting, and budget allocation while reducing manual intervention requirements for media buyers and advertisers.

Snowflake Cortex AI: An artificial intelligence service integrated within the Snowflake data platform that enables users to interact with data through natural language queries and automated analysis. The technology allows marketers to query tables, identify relevant columns for mapping, and locate precise data needed for campaign execution without requiring technical expertise. Cortex AI transforms complex data preparation tasks into streamlined workflows accessible to non-technical users.

Native App Framework: A development environment that allows third-party applications to run directly within the Snowflake platform ecosystem. This framework enables seamless data integration and processing without requiring data movement outside the secure Snowflake environment. Applications built on this framework can leverage Snowflake's security features, scalability, and computing resources while providing specialized functionality for specific business use cases.

Demand-Side Platform (DSP): Technology platforms that enable advertisers and agencies to purchase digital advertising inventory programmatically across multiple ad exchanges and supply sources. DSPs provide campaign management tools, audience targeting capabilities, and performance analytics while integrating with data management platforms for enhanced targeting precision. Modern DSPs increasingly incorporate artificial intelligence for bid optimization and creative selection.

Data Activation: The process of transforming stored customer and business data into actionable insights for marketing campaigns and business decisions. This involves taking raw data from various sources, processing it through analytics and segmentation tools, and applying it to specific marketing objectives like audience targeting, personalization, and campaign optimization. Effective data activation requires integration between data storage systems and marketing technology platforms.

Audience Segmentation: The practice of dividing customer populations into distinct groups based on shared characteristics, behaviors, or demographics for targeted marketing purposes. Advanced segmentation utilizes first-party data, behavioral patterns, and machine learning algorithms to create highly specific audience groups that respond differently to marketing messages. This approach enables personalized advertising campaigns and improved conversion rates through relevant messaging.

Connected TV (CTV): Internet-enabled televisions and streaming devices that allow viewers to access digital content and streaming services beyond traditional broadcast television. CTV advertising provides programmatic buying opportunities with advanced targeting capabilities, reaching audiences through streaming platforms and on-demand content. This channel demonstrates particular strength in brand-building objectives while offering measurement capabilities that bridge digital and television advertising.

Real-Time Bidding (RTB): Automated auction processes for individual digital advertising impressions that occur within approximately 100 milliseconds as web pages load or applications open. During RTB auctions, multiple advertisers submit bids for the same ad placement based on available audience and context information, with the highest bidder winning the opportunity to display their advertisement. The process involves complex data exchange between publishers, ad exchanges, demand-side platforms, and data providers.

Campaign Optimization: The continuous process of improving advertising campaign performance through data analysis, testing, and strategic adjustments to targeting, creative elements, bidding strategies, and budget allocation. Modern optimization utilizes machine learning algorithms and artificial intelligence to automatically adjust campaign parameters based on performance data and predefined objectives. This approach maximizes return on advertising spend while minimizing manual intervention requirements.

Summary

Who: StackAdapt, a leading technology company in advertising and marketing, in partnership with Snowflake. Yang Han, co-founder and CTO at StackAdapt, and Eric Batscha, industry principal for adtech at Snowflake, provided official statements.

What: Launch of the first Snowflake Native App powered by Snowflake Cortex AI that enables marketers to create real-time audience segments directly within the platform, eliminating IT intervention requirements and transforming raw first-party data into actionable insights without moving data outside Snowflake.

When: The announcement was made on July 24, 2025, at 9:00 AM Eastern Daylight Time, with the app now available in public preview on Snowflake Marketplace.

Where: The app is available globally through Snowflake Marketplace, supporting cloud regions including AWS Canada Central, US East Virginia, US East Ohio, and US West Oregon, with geographic coverage across Canada and the United States.

Why: The launch addresses the growing need for enterprise advertisers to activate first-party data at scale while maintaining privacy compliance, as traditional third-party data becomes less accurate and privacy concerns increase. The solution eliminates manual processes and technical barriers that previously required IT intervention for data activation in programmatic advertising campaigns.