Home The Big Story The Big Story: Data Clean Rooms And Misleading Claims

The Big Story: Data Clean Rooms And Misleading Claims

The Big Story podcast

By now, you’ve likely heard the term “data clean room.” In fact, you’re probably sick of it.

But data clean rooms, like the goings-on within regulatory and self-regulatory organizations, remain largely unknown, if not downright misunderstood, by many in the industry.

Which is why this week we break down the latest clean room news, including the IAB Tech Lab’s plan to release much-needed standards for the category. Some clean rooms are attached to walled gardens while others focus on third-party integration and collaboration. Some allow only ad measurement and analytics and others dish out audiences for ad targeting.

In other words, this is a tech category in desperate need of standardization, says Managing Editor Allison Schiff, who covered the IAB Tech Lab’s clean room plans this week.

“There are so many of them, and how do they work together?” Schiff says. “Because you’ll have a publisher working with one, an advertiser working with another, and then my brain goes all fuzzy after that.”

We also discuss the National Advertising Division (NAD), a self-regulatory group that handles truth-in-advertising cases that need a legal eye but don’t necessarily merit the attention of the FTC.

In one recent case, the NAD recommended that Bodyarmor, a sports drink brank owned by Coca-Cola, pull a social video ad featuring its spokesperson, NFL quarterback Baker Mayfield. The ad included a barf-face emoji that appeared on screen following a blind taste test during which Mayfield spat out Gatorade in disgust. (Pepsi-owned Gatorade did not take kindly to the allusion).

Also this episode: Why the NAD can only recommend behavior changes, not issue legal orders like the FTC – why businesses heed its recommendations rather than end up on the FTC’s radar – and the ad industry’s love of using cute-sounding terms (PETs and PII, anyone?) that stand up to no scrutiny whatsoever.


Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.