iTWire Thursday, 15 July 2021 13:47 Snowflake adopts Unified ID 2.0 Shares Snowflake global head of media and advertising industry Bill Stratton Data cloud specialist Snowflake has announced support for Unified ID 2.0, which will help organisations enrich their audience data without sharing personally identifiable information. Unified ID 2.0 is an open source identity solution gives consumers more control over their data while allowing the advertising and publishing ecosystem to make use of audience data. According to Snowflake, the availability of UID 2.0 on the Snowflake Data Marketplace will empower its advertising and publishing partners to safely manage their first party data by matching identifiers for a single-view of their consumer.