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
Mother’s Day may not exactly be right around the corner, but the time to send your Mother’s Day emails sure is! Based on our analysis of 186 brands that sent Mother’s Day mailings in 2013, 75 percent of email volume and 80 percent of email-generated revenue occurred between May 1st and Mother’s Day (May 12, 2013). The highest revenue-producing days were five days before the holiday (Wednesday, May 8, 2013) and Mother’s Day itself. This year, the sentimental holiday falls one day sooner than last year (May 11), but you still have more than enough time consider these quick tips for easy wins while planning and executing your campaigns. Tip 1: Give them what they’re searching for Last year, online searches five weeks before Mother’s Day were dominated by searches for the date of the holiday. As such, we recommend including the date of Mother’s Day in your email subject lines, particularly those early in the season, when customers are searching online for, and opening emails with, that information. Tip 2: Set the tone early with your subject lines A sample of early season subject lines that outperformed the overall unique open rate included: Remember Mom on Mother’s Day, May 12 Get a head start on Mother’s Day (plus a gift for you) Just arrived: Mother’s Day Gift Sets To Mother, With Love Tip 3: When it comes to timing, it’s the thought that counts Think through the timing of your emails depending on order delivery deadlines. On May 8th of last year, the largest revenue producers for email were orders for flowers and gifts placed in time to be delivered by Mother’s Day. Email subject lines on May 8th included reminders of the delivery deadlines: Last Chance: Free Shipping/No Service Charge for Mother’s Day! ENDS TODAY: Enjoy Complimentary Second Day Delivery in Time for Mother’s Day Tip 4: Let them treat themselves On Mother’s Day, the top email revenue generators were “self-gifting” (treat yourself on Mother’s Day only), Mother’s Day online sales and free shipping, as well as e-gift cards: Free Shipping Today Only! Happy Mother’s Day You deserve a treat yourself! HAPPY MOTHER’S DAY! Treat yourself to 30% off today only Last Chance: eGift Cards in Time for Mother’s Day Other email performance highlights: Note: All email performance highlights are based on comparisons to Mother’s Day mailings without the highlighted feature from matched brands. To all those in the midst of Mother’s Day campaign planning, good luck and happy sending!
Whether it’s a result of the sky rocketing costs of razor blades, the increasing popularity of Movember or a general trend among Hollywood’s leading men to sport some scruff, it seems that facial hair hasn’t been this en vogue since the mid-70s. Whether you love it or hate it, shaving is big business and any rise in beardedness can shave significant revenue from the bottom lines of companies catering to men’s grooming products. As proof, CPG giant Proctor & Gamble recently announced that its second-quarter earnings were negatively impacted due to the growing preference among men for mustaches and beards. For years, Experian Marketing Services has been measuring the grooming habits of men for marketers via our trusted Simmons National Consumer Study and a recent analysis of the data shows a slight, yet clear, decline in the use of shaving products and an increase in the percent of men sporting facial hair in recent years, especially among the younger demographic. According to our estimates, 17 percent of all men and 35 percent of young men ages 18 to 24 have facial hair today, up from 14 percent and 31 percent, respectively, since 2009. That said, most men with facial hair at least occasionally use shaving products, like shaving cream, disposable razors, razor blades or electric shavers. In fact, the vast majority of all guys (94 percent) still use at least some shaving products, and that number has remained virtually unchanged in recent years. There is, however, a sizable and growing share of young men who are going all wooly mammoth and steering clear of shaving products all together. Specifically, 15 percent of men ages 18 to 24 today say they don’t use any shaving products up from 13 percent in 2009. As younger men’s beards fill in and they move into more professional occupations, most are likely to throw in the (hot) towel and pick up a razor, as evidenced by the fact that only 5 percent of men in the next-oldest age bracket (25 to 34) don’t shave. But the growing bearded trend among young men is hair raising nonetheless. Another trend worth monitoring is the declining frequency of use of shaving products overall, which clearly reflects the increasing popularity of the two-, three- or five-day beard. Among the 67 percent of all men who use shaving cream, for instance, less than a third (29 percent) say they use it seven times a week or more often (the equivalent of a daily shave). On average, men today use shaving cream only 4.3 times per week down from 4.5 times per week in 2009. Young men use shaving cream only 3.3 times a week on average, down from 3.6 times in 2009. Frequency of use is also down among the 36 percent of men who use an electric razor, a popular grooming tool for bearded men who wish to keep things a bit more tame. In fact, just 27 percent of men in the electric razor set say they use it seven or more times a week. On average men use an electric razor 3.7 times per week, down from 4.0 times per week in 2009. On the bright side, Proctor & Gamble, in their latest earnings report, said that despite bad news for their facial hair business, they see potential to offset losses with the increasing popularity of body-shaving by men. And they may have a point. Based on 52-week trend data from our Hitwise online search intelligence tool, searches for “manscaping,” a modern term used to refer to the shaving or trimming of excess body hair, are up a relative 14 percent in the past year.
Once upon a time, the Chief Marketing Officer (CMO) was primarily focused on their company’s branding efforts. They spent a lot of time thinking about things like look and feel, messaging, ad buys and what their competitors were up to. Of course, those are all still important components of a CMO’s job description, but the role has changed – expanded, really – over the last five or so years. The ongoing proliferation of devices in the hands of empowered consumers requires that CMOs understand things like consumer behavior, channel and device preference, triggered messaging and much more. They must have expertise in various technologies, real-time analytics and, oftentimes, be change agents who move their organizations toward a more customer-centric business model. Today’s CMO must know how their customers want to interact with their brand, then build messaging and execute campaigns that create engagement and ensure ongoing brand advocacy. In a newly published predictions piece: “#7for14: Seven ways digital marketing will change in 2014” several of Experian Marketing Services’ leaders weigh in on the changing role of today’s marketing heads. Check out prediction #1 – Challenges of the CMO and prediction #6 – The CMO as technologist to see more.