Media companies need data collaboration platforms to drive growth, not just data clean rooms
By Optable
As competition increases in media, many companies are grappling with the pressure to create revenue growth and find savings within their operations at the same time.
The task at hand for publishers is challenging: rooting out inefficiencies and creating new ad products while facing data privacy challenges and increased consumer demands regarding consent.
One response is that media companies are beginning to move toward a structure where they can share data directly with their advertising partners for more secure collaboration and analysis.
However, this poses yet another challenge. The primary technologies they’ve invested in — data warehouses, CDPs and DMPs — are not designed for the future these companies are now building to meet. These technologies are primarily designed to house and store data as opposed to enable collaboration, a rising mandate from marketers and one that requires even more robust privacy considerations alongside collaborative sharing capabilities.
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Source:: Digiday
