However, given clean rooms’ complex nature, marketers often have trouble navigating these spaces. In response, they’re looking to build collaborative relationships with other brands and identity data providers to make the most of these technologies.

“The big challenge is the data acuity on an individual level and investment at a brand level,” said Will Kunkel, senior vice president of marketing at Stirista. “Some people are simply going to use clean rooms as a clearing house for this shared identity data; other people are going to have to deal with the nuance of multi-layered data ownership and the complexities of a clean room environment.”

To address these challenges, brands are employing customer-centric marketing strategies and identity tools via clean rooms to analyze consumer data while protecting privacy effectively.

What are clean rooms and how do they relate to identity data and consumer privacy?

Clean rooms are secure digital spaces where brands can match consumer data with other first-, second- and third-party sources. Many brands are using these technologies to prepare for the upcoming deprecation of third-party cookies.

“The cookie has been the de facto’ best’ solution we had for personalized marketing in the digital space,” said Blaine Britten, senior vice president of data strategy at Stirista. “Clean rooms are more about connecting data sources in a privacy-friendly manner, but many of those tried and true, opted-in identifiers such as email, name, postal and phone are still in play. They can help create more personalized experiences and offer a better way to manage that consent the consumer gives not only to the brand but the partners and vendors.”

While marketers and technologists continue to develop new forms of clean rooms, the most common types most closely resemble the walled gardens of big brands such as Google and Meta, clean rooms shared by independent partners (usually publishers and advertisers) and “pure” or neutral vendors that provide solutions for any brand to use.

However, these technologies are not one-to-one replacements for third-party cookies.

“They’re not a panacea, but it’s a step in the right direction for moving toward a world less reliant on cookies,” said Kunkel.

Prevalent use cases of clean rooms

While there are plenty of common use cases for clean rooms between publishers and advertisers, brands from other industries (especially retail and CPG) are finding these technologies’ identity resolution and data analysis capabilities to be particularly effective.

Clean rooms are also helping brands bring together offsite data they wouldn’t normally have access to and allowing for more accurate audience identification. These features allow brands to draw clearer insights and improve the customer journey.

According to Britten, industries that value quick and direct responses tend to get the most out of clean rooms. Yet brands concerned about the inefficiencies of having to pass through a …read more

Source:: Digiday

Author: Aaron