Snowflake Media Cloud

The data clean room category can be split into walled garden giants – Google, Amazon and Meta – and independent operators, such as Habu, InfoSum and Optable. But that simple distinction misses an important player in the clean room market: Snowflake.

The data clean room category is like wet cement right now. And Snowflake is writing its name everywhere. On Monday, Snowflake announced an investment in OpenAP, an advertising identity data company co-owned by Comcast’s NBCUniversal, Fox, Paramount and Warner Bros. Discovery.