The AdTech industry is buzzing with discussions about cookie deprecation and effective strategies to tackle it. One of the commonly suggested solutions is the utilization of clean rooms alongside responsibly sourced first-party data.
Above all else, the industry recognizes the importance of respecting consumer data and complying with all privacy laws. Additionally, the industry acknowledges the need for a change in our historical practices. This shift benefits everyone involved, as consumer data is more secure than ever. Tremendous investments have been made to ensure the utmost security of consumer information.
Clean rooms are one of the tools that enable companies to use data securely, ensuring the content that you see is as relevant as possible.
Two ways the AdTech industry is addressing cookie deprecation
The days of sending data directly to partners for usage or for using only third-party data for marketing efforts are gone. Now, the emphasis is on responsibly collecting first-party data and using clean rooms to enrich first-party data to enhance marketing efforts.
First-party data
The industry is starting to lean into first-party data gained through transparent means. This valuable information provides organizations with deeper insights into their customers, allowing for more personalized and effective interactions. By embracing the power of first-party data, either on its own or enriched via partner collaboration, you can cultivate stronger relationships, build trust, and deliver tailored experiences that resonate with your customers on a deeper level.
Clean rooms
Many data lakes and warehouses offer this service, ensuring their clients can not only store their data with them but can connect it with other partners in a secure environment and extract more information through the combined data sets versus their data on its own.
Brands and their partners recognize that they need to work together, and a clean room provides a secure environment to share their first-party data without exposing their sensitive data to their partner.
So, while we’re losing third-party cookies, brands and partners can still get value from first-party data by using a clean room to generate audience insights, segmentation strategies, personalized experiences and offers, media plans, and measurement and attribution.
Three ways data clean rooms can improve
Data clean rooms are a great way to facilitate data collaboration while ensuring sensitive data is not exposed.
Data clean rooms are not yet easy to use nor are they inexpensive. They require investment, both financially and resource allocation-wise, and you are not guaranteed to yield great match results. Let’s dive into three areas for data clean room improvement.
High cost
According to the IAB’s State of Data 2023, nearly two-thirds of data clean room users spent at least $200K on the technology in 2022. In addition, one-third of data clean room users expect the price of data clean rooms to rise in 2023. The high cost of this solution can make it inaccessible to smaller companies in the advertising space.
Resource intensive
Nearly half of the companies using data clean rooms have a team of six or more dedicated to the technology, according to the IAB’s State of Data 2023, while nearly a third of companies using data clean rooms have 11 or more employees focused on the technology. Data clean rooms are not turnkey solutions.
Inefficient matching
Even if companies are using clean rooms does not mean that they are automatically going to achieve great success. Identity fragmentation, data hygiene, and differing identifiers can suppress client match rates in clean rooms, leading to significant investment and a lackluster output.
How to get the most return on your clean room investment
The finish line for data collaboration in clean rooms is not just having a relationship with a clean room. Instead, you should incorporate an identity resolution solution in your clean room. By adding an identity solution to your clean room, you can:
- Resolve and match all your identity data, regardless of the identity data that you or your partner have, giving you a larger data foundation to analyze.
- Generate more valuable insights and information, leading to a better experience for your customers.
- Join data sets to create smarter activation and targeting strategies and produce more holistic measurement.
Experian can help you get started with identity resolution and data clean rooms
If you are investing in data clean rooms, that means you are committed to the best in data practices. Experian recommends going the extra step and that you also invest in finding an identity resolution solution. By doing this, you can see better match rates.
Experian offers this capability and has existing relationships with three clean room partners, Amazon Web Services, InfoSum, and Snowflake. In addition to collaborating in clean rooms, we offer collaboration in two other secure environments.
Contact us today to discuss how we enable identity resolution in clean rooms or to chat about our other collaboration capabilities.
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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Ben Smith, VP of Product, Data Products at Infillion. Adapting to signal loss What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade? As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). The result is better match rates on your first-party data, more scalable reach in cookieless environments, and more effective frequency management across every screen. Connecting audiences across channels How does Experian’s Digital Graph strengthen Infillion’s ability to deliver addressable media across channels like CTV and mobile? Experian strengthens the household spine of XGraph, which means we can accurately connect CTV impressions to the people and devices in that home – then extend those connections to mobile and web. This lets us plan, activate, and measure campaigns at the right level: household for CTV, and person or device for mobile and web. The outcome is smarter reach, less waste from over-frequency, and campaigns that truly work together across channels. The value of earned attention Infillion has long championed “guaranteed attention” in advertising. How does that philosophy translate into measurable outcomes for brands? Our engagement formats, such as TrueX, are based on a simple principle: attention should be earned, not forced. Viewers choose to engage with the ad and complete an action, which means every impression represents real, voluntary attention rather than passive exposure. Because of that, we consistently see stronger completion rates, deeper engagement, and clearer downstream results – like lower acquisition costs, improved on-site behavior, and measurable brand lift. To take that a step further, we measure attention through UpLift, our real-time brand lift tool. UpLift helps quantify how exposure to a campaign influences awareness, consideration, or purchase intent, providing a more complete picture of how earned attention translates into business impact. Creative innovation and location insights Beyond identity resolution, what are some of Infillion’s capabilities, like advanced creative formats or location-based insights, that set you apart in the market? One key area is location intelligence, which combines privacy-safe geospatial insights with location-based targeting through our proprietary geofencing technology. This allows us to build custom, data-driven campaigns that connect media exposure to real-world outcomes – like store visits and dwell time – measured through Arrival, our in-house footfall attribution product. We also build custom audiences using a mix of zero-party survey data, first-party location-based segments, and bespoke audience builds aligned to each advertiser’s specific strategy. Then there’s creative innovation, which is a major differentiator for us. Our high-impact formats go beyond static display, such as interactive video units that let viewers explore products through hotspots or carousels, rich-media ads that feature polls, quizzes, dynamic distance, or gamified elements, and immersive experiences that encourage active participation rather than passive viewing. These creative formats not only capture attention but also generate deeper engagement and stronger performance for a variety of KPIs. Future ready media strategies How does Infillion’s ID-agnostic approach help brands future-proof their media strategies amid ongoing privacy and tech changes? We don’t put all our eggs in one basket. XGraph securely unifies multiple durable identifiers alongside our proprietary TrueX supply to strengthen CTV household reach. This agnostic design allows us to adapt as platforms, regulations, and browsers evolve – so you can preserve reach and measurement capabilities without getting locked into a single ID or losing coverage when the next signal deprecates. Raising the bar for media accountability Looking ahead, how is Infillion evolving its platform to meet the next wave of challenges in audience engagement and media accountability? From an engagement standpoint, we’re expanding our ability to support the full customer journey, offering ad experiences that move seamlessly from awareness to consideration to conversion. That includes smarter creative that adapts to context, intelligent targeting and retargeting informed by real data, and formats designed to drive measurable outcomes rather than just impressions. When it comes to accountability, we’re ensuring that measurement is both flexible and credible. In addition to our proprietary tools, we partner with leading third-party measurement providers to validate results and give advertisers confidence that their investment is truly performing. Within our DSP, we emphasize full transparency and log-level data access, ensuring advertisers can see exactly what’s happening on every impression. All of this builds toward the next era of agentic media buying – one enabled by our MCP suite and modular, component-based tools. This evolution brings greater accountability and next-generation audience engagement to an increasingly automated, intelligent media landscape. Our goal is to help brands connect more meaningfully with audiences while holding every impression – and every outcome – to a higher standard of transparency and effectiveness. Driving impact across the funnel What is a success story or use cases that demonstrate the impact of the Experian–Infillion integration? We recently partnered with a national veterans’ organization to raise awareness of its programs for injured or ill veterans and their families. Using the Experian integration, we combined persistent household- and person-level identifiers with cross-device activation to reach veteran and donor audiences more precisely across CTV, display, and rich media. The campaign achieved standout results – industry-leading engagement rates, a 99% video completion rate, and measurable lifts in both brand awareness (3.6 % increase) and donation consideration (13.7% lift). It’s a clear example of how stronger identity and smarter activation can drive meaningful outcomes across the full funnel. Contact us Identity resolution FAQs Why is identity resolution critical for CTV and cross-channel campaigns? Identity resolution ensures accurate connections between devices, households, and individuals. Experian's Offline Identity Resolution and Digital Graph strengthen these connections for improved targeting and consistent measurement across CTV, mobile, and web. What strategies help address the loss of cookies and mobile IDs? Solutions like Experian's Digital Graph enable brands to connect first-party data to household and person-level identifiers, ensuring scalable reach and compliant audience targeting legacy signals fade. How can engagement translate into measurable results? Focusing on earned attention (where audiences actively choose to engage) leads to stronger completion rates, improves on-site behavior, and drives measurable increases in brand awareness and consideration. What makes cross-channel targeting more effective? By linking CTV impressions to households and extending those connections to mobile and web, Experian's identity solutions ensure campaigns work together seamlessly, reducing over-frequency and improving overall reach. About our expert Ben Smith VP Product, Data Products, Infillion Ben Smith leads Infillion’s Data Products organization, delivering identity, audience, and measurement solutions across the platform. Previously, he was CEO and co-founder of Fysical, a location intelligence startup acquired by Infillion in 2019. About Infillion Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems. Latest posts