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.
Latest posts
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur vel dolor quis elit vestibulum bibendum eu in mi. Maecenas bibendum tristique lacus, sit amet tincidunt tellus dictum et. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Maecenas vel diam lacinia magna efficitur congue. Aliquam tempus, lectus nec ultrices sagittis, purus ipsum imperdiet felis, ac gravida enim massa vel augue. Quisque non neque at augue volutpat sodales nec eget ipsum. In sed consectetur odio, ut tincidunt ipsum. Sed non pellentesque nulla, non iaculis mauris. Etiam faucibus sit amet mauris eu efficitur. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer sed blandit metus, at finibus ligula. Ut non rhoncus lacus. Nulla mattis est quis cursus laoreet. Nullam porta odio eu tortor consequat vulputate. Suspendisse nec massa ac neque ultrices eleifend. Integer porta tristique tempus. Nulla aliquet, erat tincidunt imperdiet vehicula, urna tortor molestie nulla, ut porttitor erat erat ac nunc. Nulla facilisi. Etiam a tellus in lectus vulputate maximus vitae eu nisl. Fusce eget libero non ipsum pellentesque egestas. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla ut metus sapien. Maecenas aliquam libero et ipsum eleifend, et maximus felis sagittis. Donec id massa et massa molestie varius. Quisque dignissim placerat augue vel mollis. Mauris accumsan, mi vel elementum suscipit, eros elit malesuada justo, ut tempor mi nunc quis tortor. Nullam ut laoreet mi. Nam euismod lectus id dictum consectetur. Praesent quis lacinia ipsum. Donec lobortis massa in erat interdum, consectetur consectetur purus posuere. Nullam feugiat, erat non hendrerit rutrum, velit ante rhoncus nibh, ac laoreet felis ante ac mauris. Etiam ex erat, vulputate vel nulla non, placerat dictum tellus. Praesent orci lacus, dictum in vestibulum non, semper ut tortor. Nullam vitae ornare ipsum, a cursus quam. Vivamus vitae vulputate lorem, ac scelerisque lectus. Fusce at lacus non enim fringilla consequat. Sed laoreet mi eget vulputate auctor. Proin placerat tempor nunc vel mollis. Ut quis mi ut lorem ultrices hendrerit nec vehicula felis. Vestibulum tempus sapien vel porta aliquet. Phasellus quis auctor augue. Morbi nec tellus in massa venenatis ornare. Vivamus eleifend lacus lacus. Suspendisse ac commodo orci, vel fringilla turpis. Proin enim turpis, egestas quis nulla a, ultrices volutpat massa. Nam luctus sapien odio, ac blandit ante accumsan et. Nunc luctus ligula odio, ac faucibus urna rutrum vitae. Donec eu lorem gravida nisi pretium consectetur. Morbi vel mauris non odio iaculis aliquam sed nec leo. Vestibulum sed libero quis ante hendrerit porttitor eget eu orci. Morbi est arcu, maximus eu lobortis sit amet, suscipit et felis. Morbi sodales mattis pretium. Curabitur sodales porttitor eros vitae efficitur. Nam id turpis tristique, aliquam sapien ac, convallis mi. Sed risus sapien, dapibus euismod mauris vitae, fringilla vulputate augue. Morbi efficitur, ex vitae semper mattis, tellus sem luctus lorem, eget viverra metus nibh eu neque. In eu orci est.
YouTube Embed Yoast FAQ Block FAQ Question #1 FAQ Answer #1 FAQ Question #2 FAQ Answer #2 FAQ Question #3 FAQ Answer #3 CTA Embed Button Test InfoGram Embed
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam vitae nibh eu massa cursus eleifend quis in quam. Nunc mollis aliquam eros sed laoreet. Suspendisse et elit ut metus elementum aliquet ut sit amet metus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Pellentesque fringilla, nibh eget convallis scelerisque, nisl nisl vestibulum ipsum, sit amet placerat neque nunc eget nisi. Cras cursus, sapien non interdum mollis, nibh augue efficitur eros, eget congue tellus nulla id lectus. Nullam vestibulum vitae erat sit amet mollis. Sed gravida tortor nec nibh blandit ultrices. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam justo lectus, tempus a velit at, tempus malesuada est. Aenean dictum tellus id lorem venenatis, quis sodales nisl tempus. In quis libero id est rhoncus dictum. Praesent ipsum dui, mattis vel augue ut, lacinia ultricies ex. Suspendisse sit amet gravida purus. Vivamus tempus tellus augue, ac placerat arcu efficitur non. Nam auctor at nulla sed porta. Vivamus lobortis eu nunc a efficitur. Vestibulum condimentum ante nec nisi imperdiet vulputate. Duis varius metus ac est fermentum congue. Aenean tincidunt ut erat non pharetra. Nulla elit orci, semper sed porttitor ac, convallis vitae velit. Praesent egestas blandit ullamcorper. Praesent a porta lectus. Aliquam et pellentesque lectus. Integer placerat mauris risus, ut semper dui commodo at. Vivamus efficitur pharetra ligula id rhoncus. Pellentesque gravida purus vitae viverra luctus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; In vitae augue nec odio fermentum ultrices a sed libero. Nulla ullamcorper nulla id sagittis convallis. Pellentesque cursus metus et orci iaculis, non laoreet nisi aliquam. Proin porta velit risus, ac ultricies lectus tincidunt at. Pellentesque scelerisque ullamcorper euismod. Phasellus eget velit malesuada, faucibus enim a, ultrices ante. Morbi ut diam non metus interdum placerat gravida quis arcu. Integer ultricies molestie nulla sed convallis. Curabitur mi dui, aliquam vel nibh rutrum, convallis tempor lacus. Cras porttitor laoreet varius. Ut tincidunt massa congue mauris lobortis euismod. Pellentesque a odio ut est consequat tristique ut in mi. Nullam sed ultricies justo, eu varius eros. Nunc ipsum nulla, vehicula at sagittis a, ornare ut nisi. Aenean imperdiet felis at aliquet porta. Nunc sed leo ut justo efficitur aliquet. Sed et urna vel urna maximus laoreet. In facilisis porttitor nisi in sagittis. Fusce magna sapien, molestie ac maximus eu, tincidunt sit amet massa. Praesent non mauris metus. Aliquam dapibus sit amet tortor at scelerisque. Ut vel dolor at nisi rhoncus finibus auctor non velit. Integer pellentesque venenatis diam, nec eleifend ipsum pellentesque quis. Vivamus vitae mi nisl. Curabitur lectus orci, ornare et ipsum venenatis, sagittis blandit mauris. FAQs Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam vitae nibh eu massa cursus eleifend quis in quam. Nunc mollis aliquam eros sed laoreet. Suspendisse et elit ut metus elementum aliquet ut sit amet metus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Pellentesque fringilla, nibh eget convallis scelerisque, nisl nisl vestibulum ipsum, sit amet placerat neque nunc eget nisi. Cras cursus, sapien non interdum mollis, nibh augue efficitur eros, eget congue tellus nulla id lectus. Nullam vestibulum vitae erat sit amet mollis. Sed gravida tortor nec nibh blandit ultrices. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam justo lectus, tempus a velit at, tempus malesuada est. Aenean dictum tellus id lorem venenatis, quis sodales nisl tempus. In quis libero id est rhoncus dictum. Praesent ipsum dui, mattis vel augue ut, lacinia ultricies ex. Suspendisse sit amet gravida purus. Vivamus tempus tellus augue, ac placerat arcu efficitur non. Nam auctor at nulla sed porta. Vivamus lobortis eu nunc a efficitur. Vestibulum condimentum ante nec nisi imperdiet vulputate. Duis varius metus ac est fermentum congue. Aenean tincidunt ut erat non pharetra. Nulla elit orci, semper sed porttitor ac, convallis vitae velit. Praesent egestas blandit ullamcorper. Praesent a porta lectus. Aliquam et pellentesque lectus. Integer placerat mauris risus, ut semper dui commodo at. Vivamus efficitur pharetra ligula id rhoncus. Pellentesque gravida purus vitae viverra luctus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; In vitae augue nec odio fermentum ultrices a sed libero. Nulla ullamcorper nulla id sagittis convallis.