Global Retail Media Data Hub to Enable Secure Data Collaboration and Closed-Loop Measurement Across Europe and Latin America
Snowflake has announced that Unlimitail, a leading omnichannel retail media company, has selected its platform to power a new Global Retail Media Data Hub designed to transform how retailers, brands, and agencies collaborate on data-driven advertising across Europe and Latin America.
The initiative will leverage Snowflake Data Clean Rooms to enable privacy-preserving data collaboration at scale, allowing retailers to activate first-party customer data without moving it outside their own environments. The platform aims to address growing challenges around data privacy, measurement, and interoperability in the rapidly expanding retail media market.
Retail media has emerged as one of the fastest-growing segments in digital advertising. According to Publicis’ 8th eRetail Media Barometer, nearly two-thirds of European advertisers now invest in audience extension through retail media, while around half allocate more than 20% of their media budgets to the channel. However, fragmented data ecosystems and difficulties in measuring campaign effectiveness continue to hinder growth.
“Retail media can only scale when brands gain measurable business outcomes and retailers retain complete control over their customer data.”
Simon Contreras, Industry Principal, Retail & Consumer Goods, Snowflake.
Unlimitail, which manages retail media operations for retailers including Carrefour, MediaMarkt Saturn, MyOrigines, ID Kids, and Hygie 31, sought a solution that would eliminate the need to centralize retailer data while still enabling secure collaboration among multiple stakeholders.
Using Snowflake Data Clean Rooms, retailers, brands, publishers, and third-party data partners will be able to analyze audiences, activate campaigns, and measure outcomes within a controlled environment. The platform enables brands to connect advertising performance directly to purchase behavior, delivering true closed-loop measurement that extends beyond clicks and impressions.
“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.”
The upcoming Global Retail Media Data Hub will serve as a central connection point for retailers, brands, and agencies operating across Europe and LATAM, helping create a unified yet privacy-compliant ecosystem.
“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.”
The partnership underscores the growing importance of privacy-preserving technologies as organizations seek to unlock greater value from first-party data while complying with evolving data protection regulations. By combining secure data collaboration with measurable business outcomes, Unlimitail and Snowflake aim to establish a new benchmark for retail media effectiveness and trust.
