So privacy is super, super important and I think one, one thing I'd always stress about Snowplow is we are not collecting, any data ourselves. We're a software vendor and, we have open source and then we have our commercial offerings, but we are always just running the software for a brand, for an organization. And it's their data. It's the behavioural data of their customers. So it's not something that, we have access to.
It's not something we do anything with. We're a pure kind of, the data processor. We don't control data in any way. The evolution on the privacy side's been super interesting. From a Snowplow timeline perspective, we launched the open source in 2012, and then from 2015 onwards, we had a commercial offering where we would run Snowplow for customers in their AWS account and that's evolved up to today to be a kind of a private SaaS offering where there's, a UI, there's an API. And that, that control plane is kind of essentially hosted, but the data plane is still inside the customer's own AWS or Google Cloud account. And so it's a high ownership model and the behavioural data being created.
It's being sent to that brand's endpoint. So, events dot modern data stack.xyz whatever. And so that, that model's always been strong about data ownership. We've got a new version of Snowplow, hosted version of Snowplow that we're working on now. It's in private preview and we'll go into general availability early next year. But even with that version, we are still just kind of processing the data and then landing it into people's snowflake data warehouses. So we're not the data controller on that either. So it's kind of interesting, I think, to take it back to Google. GDPR was launched a few years ago. Different countries in Europe are interpreting it in different ways and a lot of those interpretations are quite unfavourable to Google Analytics specifically. And so that's leading, companies in Europe and increasingly in the US as well.
We're seeing that in the US with global brands headquartered in the states as. It's leading them to think hard about where they go from here. And from a Snowplow perspective, what we're seeing is some of those brands are not very data mature and they just want, packaged web analytics, a digital analytics tool that is more compliant or held to be more compliant by authorities. And so they're going in one direction. However, a bunch of other organizations, in the last few years they've gone up the data maturity curve. They've made big investments in snowflake or databricks or big query, and they're now thinking, Well, hang on. What if we reimagine our digital analytics needs inside the warehouse? And use something like Snowplow power that. And then, kind of bi tooling, ml tooling on, on, on the back end too, to serve those use cases. So that's exciting for us. So we're having some awesome customers out of that.