From Infrastructure to Olympic Insights: Delivering Full-Funnel Attribution

As the media industry pivots away from third-party cookies toward privacy-safe data environments, a massive question remains: Can the biggest, most complex stages in television deliver real-time, full-funnel attribution—and what does the underlying architecture actually look like?

Join leaders from Snowflake, NBCUniversal, and VideoAmp for an exclusive look behind the curtain of how Snowflake powers the end-to-end flow of the modern media ecosystem. Discover how this powerhouse trio turned the complex media environment of the Olympics into a highly measurable, optimizable engine—all orchestrated through secure data collaboration.

In this session, we’ll pull back the hood on the technical architecture driving the industry forward. You’ll see how NBCUniversal leverages Snowflake to build its next-generation ad infrastructure, and how VideoAmp deploys Snowflake Cortex AI/ML natively to fuel advanced, real-time measurement.

Why This Matter

This isn’t just a conceptual panel about the future of TV; it’s a masterclass in bridging highly sophisticated data infrastructure with massive business outcomes. For product and media leaders looking to build a modern data “spine,” this session provides the ultimate blueprint. You’ll learn how to treat premium live sports inventory with the agility and precision of a digital search campaign, powered by an ecosystem built entirely on security, scale, and intelligence.

Key Takeaways

• The End-to-End Media Ecosystem: How Snowflake serves as the foundational data spine, seamlessly powering every stage of the modern media lifecycle—from inventory enablement to identity and advanced measurement.
• Secure Collaboration: How privacy-safe, secure data collaboration allows publishers, agencies, and measurement partners to frictionlessly match data and extract insights without ever exposing underlying PII.
• The Next-Gen Ad Infrastructure: A look at how NBCUniversal builds directly on Snowflake to transform premium live sports inventory into an agile, secure marketplace.
• The AI-Driven Engine: A technical deep-dive into how VideoAmp deploys Snowflake Cortex AI/ML natively to process complex data streams and scale advanced measurement in real time.
• The Business Outcome: The ultimate proof-of-concept—how this unified tech stack delivered the “Holy Grail” of advertising during the Olympics: real-time, full-funnel attribution.Hear From: