The partnership with the two companies and Barb follows an invitation to tender issued by Barb in July 2024 and builds on an in-house prototype, with MediaSense and Snowflake tasked with developing and maintaining the new data warehouse.

The warehouse, called Barb Data Hub, will aim to increase ease of use and access to data for Barb clients, while also satisfying client demand for choice in how they receive the data.

The initiative will also form part of Barb’s sustainability objectives by reducing the duplication of databases and the application of calculation methodologies, thus facilitating consistency of data output.  

The Barb Data Hub is expected to launch in the second half of 2025, and Barb will work with its Trusted Data Delivery Network to provide a smooth transition from its current data distribution mechanics.

Caroline Baxter, chief operating officer at Barb, said: “We look forward to working with MediaSense and Snowflake to develop, maintain and evolve the Barb Data Hub. This sits at the heart of our new data-distribution strategy, ensuring we are keeping up with how our clients want to access and use our data now and in the future.

“In time, the Barb Data Hub will be the way for all parts of our ecosystem to get hold of the data they need. To this end, we also look forward to working with data-analytics businesses and our end users to ensure a smooth transition from legacy processes.”

Sam Tomlinson, chief client officer at MediaSense, said: “It’s a really exciting step forward in how the industry accesses and uses trusted viewing data, ensuring greater flexibility, efficiency, and consistency.

“The Barb Data Hub will both streamline data distribution and deliver a more sustainable, scalable and transparent solution.”

David Fisher, industry principal, media entertainment and advertising at Snowflake, added: “We’re delighted that Snowflake’s AI Data Cloud for Media will provide Barb with the foundation needed to underpin its innovative approach to storage, processing and distribution of data.

“Our easy, trusted and connected platform will provide the advanced analytics, machine learning and data sharing capabilities that will place Barb at the forefront of media measurement.”