Data Clean rooms are spaces where walled gardens share aggregated data that do not violate privacy requirements with advertisers.
With browsers removing third-party cookies, advertisers need to find new ways of targeting. Advertisers can leverage data clean rooms to enhance targeting while respecting users’ data privacy. Clean rooms are already helping brands with advanced analytics, measurement and attribution.
Though the technology is not new, distributed data clean rooms are relatively new and different. Distributed data clean rooms allow partners to collaborate across platforms in a secure manner. Businesses can also use clean rooms developed by walled gardens, which may own consumer relationships at scale.
Advertisers with first-party data will gain the most from Data Clean rooms because of their privacy-compliant methodology of matching first-party data. However, advertisers without first-party data can use second-party ISP data to enhance targeting in a privacy-compliant manner.
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