The trend: Data clean rooms are moving into the mainstream as businesses begin phasing out third-party identifiers, with advertisers prioritizing such solutions above other martech priorities.
Clean room 101: Everyone wants a “clean room”, so naturally, vendors glom onto the term and all define it somewhat differently. To address that, the IAB Tech Lab will be releasing an initial draft of data clean room standards by December.
Leading clean room solutions are AppsFlyer Privacy Cloud, Amazon Marketing Cloud, Habu CleanML, LiveRamp Safe Haven, InfoSum’s Secure Data Clean Room, and the Snowflake Data Cloud.
Zoom out: Clean rooms are gaining momentum.
How clean are clean rooms? What constitutes identifiable data and what qualifies as anonymous data is a significant issue. In July, the FTC warned advertisers against collecting "anonymous" data that could be linked to identify individuals. Clean rooms provide data owners with a secure setting in which to store and query their data—but those who hold the data are still responsible for getting customers' permission before using it.
The big takeaway: Although clean rooms don't reveal any private customer information, in practice the increased number of participants and data sources raises security concerns. For that reason, businesses need to work to implement consistent security and privacy rules or risk being called out on that by an increasingly tech-savvy consumer base.
Go further: Clean rooms are but one part of the evolving programmatic landscape. Read our programmatic advertising explainer.