In mid-July Snowflake (SNOW -1.18%) announced support for Unified ID 2.0 (UID2), originally developed by The Trade Desk (TTD -0.30%). If you aren't familiar with this topic, Alphabet's Google (GOOGL -1.02%) (GOOG -1.24%) plans to eliminate third-party cookies, and Unified ID 2.0 is a potential way to replace the dated technology. In a nutshell, UID2 is an open-source tool that enables advertisers, publishers, and partners to identify users without the need for third-party cookies.
At first, I did not think much of Snowflake's announcement to support UID2. However, I recently listened to The Trade Desk's earnings call. On the call, Jeff Green, The Trade Desk's CEO and co-founder, was asked a very interesting question by an analyst: "Jeff, could you expand on the Snowflake UID integration?" My ears perked up. I knew that The Trade Desk is a customer of Snowflake, but I did not put everything together until I heard his response. I read his full response in the video below, but essentially Jeff Green discussed how important this development is for digital advertising. Jeff replied, "I think Snowflake adopting UID2 is one of the biggest headlines that has happened for UID to date, and not enough has been said about it." He continued to explain further, and the more he talked, the more I realized the power of this opportunity.
I then decided to explore further. I went through Snowflake's website, and I scrubbed the internet for every drop of information I could uncover. In the below video, I share my findings with you. I own shares of both companies, and this opportunity could be massive. Please watch the video for more details.
*Stock prices used in the below video were during the trading day of August 10, 2021. The video was published on August 10, 2021.