Snowflake announced that Unlimitail has selected Snowflake to power its retail media network. Unlimitail will build its upcoming Global Retail Media Data Hub on Snowflake, using Snowflake Data Clean Rooms to allow retailers to activate first-party data at scale and collaborate securely, without data ever leaving their own environments.
Retail media is one of the fastest-growing channels in digital advertising, but also one of the most fragmented. According to Publicis’s 8th eRetail Media Barometer, nearly two-thirds of European advertisers now invest in audience extension through retail media, and approximately half allocate more than 20% of their total media mix to the channel. As investment scales, two challenges are holding back its full potential: managing data collaboration securely across a multi-retailer ecosystem, and proving genuine ROI beyond clicks and impressions.
Unlimitail understands these challenges firsthand. For several years, the company has operated Carrefour’s first-party data in real-world conditions, both onsite and offsite, and has extended its model to retailers including MediaMarkt Saturn, MyOrigines, ID Kids, and Hygie 31. Activating each retailer’s data traditionally required moving it into a centralised system, a step few retailers would accept. Building on Snowflake removes that barrier.
With Snowflake Data Clean Rooms, retailers and brands across Unlimitail’s network can analyse shared audiences and measure campaign outcomes against real purchase data, measuring whether campaigns actually drove purchases, not just clicks. Role-based controls and Snowflake’s zero-copy architecture help ensure each retailer sees only what they need to, while keeping privacy measures intact.
That collaboration also scales to many players at once. Retailers, brands, publishers and third-party data partners can contribute, analyse and activate data together in a single, controlled environment without any party exposing their raw data to others. The result is richer, more complete audience intelligence across the entire Unlimitail ecosystem.
Unlimitail plans to launch its Global Retail Media Data Hub on Snowflake later this year, a platform that will serve as the single connection point for retailers, brands and agencies across Europe and LATAM.
“Retail media is only as powerful as the trust and data behind it, and that trust has to be earned, not assumed,” said Alexis Marcombe, Chief Executive Officer, Unlimitail. “By building on Snowflake, we can give every retailer in our network full control of their first-party data while also giving brands the closed-loop proof they’ve been asking for. We are building the infrastructure to become the global standard for how retail media works.”
“Most retail media measurement stops at the click. With Unlimitail, brands can go all the way to the receipt, and that changes the conversation they can have about the ROI of their retail media investment,” said Simon Contreras, Industry Principal, Retail & Consumer Goods, Snowflake. “Snowflake makes it possible to do that at scale, across markets and retail partners, without any retailer giving up control of their data.”
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