Snowflake’s Data Activation Playbook helps organizations choose the best way to activate data across marketing and advertising channels. With many integration options, decisions depend on five factors: user roles, data maturity, technology availability, cost, and time. The framework guides when to use solutions like data clean rooms for privacy, DSPs for programmatic ads, onboarders for broad media ecosystems, CDPs and CEPs for owned channels, or reverse ETL for syncing systems. Activation costs and speeds vary widely; faster integrations don’t always mean faster results. The playbook ensures tailored, efficient data activation decisions.

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