Denormalization increases query speed for tables with billions of rows because BigQuery's performance degrades when doing JOINs on large tables, but with a denormalized data
structure, you don't have to use JOINs, since all of the data has been combined into one table. Denormalization also makes queries simpler because you do not have to use JOIN clauses.
Denormalization increases the amount of data processed and the amount of storage required because it creates redundant data.
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