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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Coffee drinkers in America Coffee plays such an integral part of every day life in America that it may be safe to say that coffee helps the United States go round. In fact, fully 60% of all U.S. households use either whole or ground coffee beans at home. Experian Simmons extensively reviewed the American coffee drinker for this report which features detailed insights into the coffee-drinking American. In addition, we compare the patrons of Dunkin’ Donuts and Starbucks, the leading players in the battle for brew. Coffee in the Home The average U.S. household that uses whole or ground coffee consumes 4.2 cups per day. In total that’s about 280.5 million cups of coffee consumed at home by Americans each day or about 102 billion cups per year. Among households that use coffee, 89% stock regular coffee and 46% stock decaf.* Among households that use coffee, 84% use pre-ground coffee and 26% use whole bean coffee at least some of the time.* Instant Flavored Coffee Over a quarter of households (27%) stock instant coffee. Sixteen percent of households use instant flavored coffee. The most commonly used flavors among instant flavored coffee drinkers are: Older Americans More Likely to Drink Coffee Fifty-seven percent of adults ages 18-24 live in households that use coffee, but 25 to 34 year olds are the least likely to stock coffee in their cupboards with only 54% reporting they use whole or ground bean coffee at home. Coffee Use Increases with Household Income Seventy percent of Americans who report annual household incomes of $150,000+ drink coffee compared with 54% of those with household income less than $25,000. Dunkin' Donuts Vs. Starbucks Dunkin' Donuts 11% of American adults go to DD Between 9.15.08 and 9.15.09 the share of DD customers who go there 6+ times a month is up 11%* DD consumers are 41% more likely than the average adult to be registered Independents and 9% less likely to be registered Republicans Starbucks 13% of American adults go to Starbucks Between 9.15.08 and 9.15.09 the share of Starbucks customers who go there 6+ times a month is down 22% Starbucks consumers are 11% more likely to be registered Independents and 11% more likely to be registered Republicans Coffee Drinkers Are Coffee Drinkers A majority of coffee-drinking Americans are loyal to their franchise. However, there are a considerable number of Dunkin’ Donuts and Starbucks consumers who jump between coffee houses. How Often Americans Order Their Coffee The majority of both Dunkin’ Donuts and Starbucks customers visit each chain between one and five times in a typical month. Learn more about Simmons consumer research and studies.
Two-thirds of U.S. Households Use Coupons Two-thirds of American households (67%) use coupons. And while the vast majority of households using coupons (87%) say they use them to save money, 30% also say that coupons are a way for them to try out new products. Newspapers are still the number one coupon source with 70% of coupon households still getting their coupons from a newspaper. The Internet is growing as a coupon source. A quarter of coupon households get coupons online today, up 46% in the last three years. What Americans Buy With Their coupons Nearly half of all American households use coupons to buy food/grocery products making them the most common items purchased with coupons followed by cleaning products and beauty/grooming products. Seven percent of households buy tobacco using coupons. Where Are Coupons Redeemed? Given that half of U.S. households use coupons for food/grocery products, it’s no surprise that 60% of all households redeem coupons in supermarket, grocery or convenient stores. While only a quarter of all households use coupons at restaurants/fast food chains, that number has risen by 9% since 2006, when 23% of households redeemed coupons at restaurants. Coupons Attract New Consumers With the start of the holiday shopping season around the corner retailers want to make sure consumers visit their store and/or website. One way to drive consumer traffic is with coupons. Close to 50 percent of American adults say they are likely to be drawn to a store they don’t normally shop at by a coupon. The Experian Simmons retail shopping segment known as Mall Maniacs make up just 12% of all shoppers, but that group is 82% more likely to be drawn to a new store by a coupon. Percentage of U.S. Adult Population by Shopping Segment Mall Maniacs and Status Strivers are 66% and 26% more likely, respectively, to appreciate getting emails that announce new products and services. Identifying these consumers is key to maximize online marketing dollars. Additionally, with more and more consumers shopping online, companies should ensure that coupons are redeemable both online and in-stores.
Definition of an NHL and Non-NHL fan The behaviors and preferences of National Hockey League (NHL) and non-NHL fans are compared in this report. Below are the definitions of each consumer type: NHL fans are 18+ adults who are either “very”, “somewhat”, or “a little bit” interested in NHL Non-NHL fans are 18+ adults who are “not at all” interested in NHL Who Are NHL Fans? Compared to 2006, there are 11 percent more American adults who are NHL fans*. And with 52 percent of its fans under the age of 45, the NHL’s fan base is – for the most part – young. NHL Fans Are Educated and Well Paid NHL fans are more likely than non-NHL fans to have graduated college and attained a graduate degree. The benefits of their higher education is clear as NHL fans are 64 percent more likely than non-NHL fans to personally earn an income of $150,000 or more annually. Next we’ll examine a few luxuries NHL fans enjoy: home-ownership, watches, and vehicles. Home Owners Seventy-seven percent of NHL fans own their place of residence. The graph below charts the percentage of NHL and non-NHL fans who own any resident type (includes house, condominium, co-op and mobile home). As illustrated, there are more NHL fans than non-fans who own homes that value at $300,000 or more. Watches Twenty-six percent of NHL fans purchased a watch for themselves or someone else in the last 12 months and their tastes are not cheap. NHL fans are 2.6 times more likely than non-fans to have spent $500 or more on a timepiece. Vehicles Similar to their watch purchasing behavior, NHL fans are willing to splurge on their vehicles. For their most recent vehicle purchase, NHL fans were 13 percent more likely than non-NHL fans to spend over $30,000. Internet Purchases NHL fans spend big online. During the last 12 months, NHL fans spent a total $9.9 billion on Internet purchases. Among those who made a purchase in the last year, NHL fans are 25 percent more likely than non-NHL fans to spend $1,000 or more online during the year. In fact, 41 percent of NHL fans who shop the Internet spend at least $500 online a year. Business Purchase Decision Makers The previous slides established that NHL fans have expensive taste and aren’t troubled spending extra to purchase personal items. However, can the same be said for business-related purchases? Indeed it can. Not only are there more NHL fans than non-fans making business purchase decisions, they’re also 54 percent more likely than non-fans to spend $100,000 or more on office products. Conclusion The National Hockey League has a growing fan base that doesn’t mind spending extra for products and services.