While a number of companies have already made a name for themselves in the data clean room category, it has become clear that no single solution, or even a single data clean room model, will emerge as the industry standard.
2022 was a record-breaking year for US digital advertising revenues, which cracked the $200 billion mark for the first time, according to the IAB/PwC Internet Advertising Revenue Report released Wednesday.
Before the industry embraces clean rooms, it’s critical to have clarity on their true strengths and a set of agreed-upon standards, writes Michael Barnaby, senior director of product management at Permutive.
The data clean room category can be split into walled garden giants – Google, Amazon and Meta – and independent operators, such as Habu, InfoSum and Optable. But that simple distinction misses an important player in the clean room market: Snowflake.
Advertisers need to do their due diligence on potential clean room partners before working together, including (and especially) finding out how secure the platform is.
The question “How do you define a data clean room?” no longer has a subjective answer.
Identity. Measurement. Clean rooms. Privacy. Each of these topics got plenty of airtime at our Industry Preview in New York City.
Everyone’s got their head in the clouds: ad tech, media and even consumer data brokers. On Tuesday, Acxiom announced a data clean room service built on Snowflake that media and advertising companies can use to target and measure campaigns using their own first-party data sets and Acxiom’s consumer profiles. Data clean room services have existed […]
Most data clean rooms pitch themselves as being interoperable – except for the biggest ones. And this leads to confusion. Whereas independent data clean rooms focus on interoperability, walled garden ad platforms have very little interest in it. And walled garden-based clean rooms are where the money goes, namely, Google’s Ads Data Hub (ADH), the Amazon […]
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