The rise of data clean rooms
Posted: 27 Oct 2024, 08:42
Following Google's announcement that third-party cookies and device IDs will be removed in 2022, brands continue to find new alternatives that allow them to establish a communication channel with their target audience by offering relevant ads, but which at the same time respect the right to anonymity of said audience. The objective is clear; to create secure environments in which consumer data can be analyzed without leaking personally identifiable information. The solution already has a name and surname and is sweeping the advertising world: Data Clean Rooms.
What are Data Clean Rooms?
Also known as Clean Rooms, Data Clean Rooms are exactly what we just mentioned: a new solution that allows major digital media companies to manage and organize their users’ data without revealing personally identifiable information. The goal is to allow marketers and platforms to exchange anonymous data without losing control or leaking sensitive information. In other words, to replace part of what cookies and mobile ad IDs used to provide, since, until now, these trackers were the easiest way for advertisers to find their target audience on a given website.
“People are seeing cookie loss and ID deprecation as an immediate threat to scale and performance,” says Devon DeBlasio, vice president of product marketing at InfoSum, a data collaboration technology platform. “First-party data (obtained directly from the user) is becoming the replacement for third-party cookies (“data” stored by external platforms). And so you want to adapt your communication channels… to use first-party data. The only way to do that is through a secure environment like a Data Clean Room.”
Why do brands turn to Data Clean Rooms?
As John Lee explains, “Data Clean Rooms are now the neutral, secure environment whatsapp blasting where all parties can feel comfortable sharing first-hand data freely without worrying about data leakage. The core of all this is centered around the ability to collate data and build custom audiences, while maintaining data security and anonymity.”
Some of the most renowned brands such as NBCUniversal and Disney are already betting on including Data Clean Rooms in their initial online advertising offers, enabling greater access to data from their streaming platforms, set-top boxes, theme parks and even film studios. However, they are not the only ones to get into and integrate this great revolution into their services, and Roku , the number 1 streaming platform in the United States, has also wanted to bet on Data Clean Rooms
Roku Announces Data Clean Rooms Integration for Streaming Campaigns
Just a few days ago, the company announced the integration of a Data Clean Room that will allow advertisers on the platform to find and target CTV viewers with whom they already have a relationship through other channels (web, traditional/linear TV, etc.).
This time around, the programming and measurement capabilities in the Roku CleanRoom will use audience data from Roku viewers, both across its streaming services and linear TV consumption on Roku partner devices. That said, advertisers will upload their first-party data to the Data Clean Room in a completely secure manner, and the room itself will automatically create a private connection between the advertiser’s data and Roku’s own data . That is, no identifiable information will be disclosed or shared with either the advertiser or Roku during this process. Unlike the previous two giants analyzed, the Roku Clean Room is powered by Snowflake’s Media Data Cloud technologies, a pioneering technology in connecting and securing data in real time.
The launch of a Data Clean Room on one of the main streaming platforms such as Roku, in addition to those also announced by Disney and NBCUniversal, confirm how once again, the scenario in which CTVs, Connected TV, are found is gaining more and more notoriety and is becoming a key channel for the campaigns of major brands.
Is this the future for streaming platforms ?
It could be so, and among its main features we must highlight:
· Customer profile enrichment:
A Data Clean Room allows a brand to obtain segmented and strategic information, such as showing product/offer X to the customer instead of product/offer Y, based on their profile and/or consumption habits. This actionable information can be obtained without the brand having to have such data in its CRM database, thanks to the information provided by the streaming service.
· Audience overlap analysis:
The data, anonymized using a new ID, from the advertiser's CRM is cross-referenced with that of the CTV platform in the Data Clean Room. In this way, each platform creates a list of customers that the brands have in common with them, and each advertiser receives from the Clean Room a list of IDs that match their own customers.
What are Data Clean Rooms?
Also known as Clean Rooms, Data Clean Rooms are exactly what we just mentioned: a new solution that allows major digital media companies to manage and organize their users’ data without revealing personally identifiable information. The goal is to allow marketers and platforms to exchange anonymous data without losing control or leaking sensitive information. In other words, to replace part of what cookies and mobile ad IDs used to provide, since, until now, these trackers were the easiest way for advertisers to find their target audience on a given website.
“People are seeing cookie loss and ID deprecation as an immediate threat to scale and performance,” says Devon DeBlasio, vice president of product marketing at InfoSum, a data collaboration technology platform. “First-party data (obtained directly from the user) is becoming the replacement for third-party cookies (“data” stored by external platforms). And so you want to adapt your communication channels… to use first-party data. The only way to do that is through a secure environment like a Data Clean Room.”
Why do brands turn to Data Clean Rooms?
As John Lee explains, “Data Clean Rooms are now the neutral, secure environment whatsapp blasting where all parties can feel comfortable sharing first-hand data freely without worrying about data leakage. The core of all this is centered around the ability to collate data and build custom audiences, while maintaining data security and anonymity.”
Some of the most renowned brands such as NBCUniversal and Disney are already betting on including Data Clean Rooms in their initial online advertising offers, enabling greater access to data from their streaming platforms, set-top boxes, theme parks and even film studios. However, they are not the only ones to get into and integrate this great revolution into their services, and Roku , the number 1 streaming platform in the United States, has also wanted to bet on Data Clean Rooms
Roku Announces Data Clean Rooms Integration for Streaming Campaigns
Just a few days ago, the company announced the integration of a Data Clean Room that will allow advertisers on the platform to find and target CTV viewers with whom they already have a relationship through other channels (web, traditional/linear TV, etc.).
This time around, the programming and measurement capabilities in the Roku CleanRoom will use audience data from Roku viewers, both across its streaming services and linear TV consumption on Roku partner devices. That said, advertisers will upload their first-party data to the Data Clean Room in a completely secure manner, and the room itself will automatically create a private connection between the advertiser’s data and Roku’s own data . That is, no identifiable information will be disclosed or shared with either the advertiser or Roku during this process. Unlike the previous two giants analyzed, the Roku Clean Room is powered by Snowflake’s Media Data Cloud technologies, a pioneering technology in connecting and securing data in real time.
The launch of a Data Clean Room on one of the main streaming platforms such as Roku, in addition to those also announced by Disney and NBCUniversal, confirm how once again, the scenario in which CTVs, Connected TV, are found is gaining more and more notoriety and is becoming a key channel for the campaigns of major brands.
Is this the future for streaming platforms ?
It could be so, and among its main features we must highlight:
· Customer profile enrichment:
A Data Clean Room allows a brand to obtain segmented and strategic information, such as showing product/offer X to the customer instead of product/offer Y, based on their profile and/or consumption habits. This actionable information can be obtained without the brand having to have such data in its CRM database, thanks to the information provided by the streaming service.
· Audience overlap analysis:
The data, anonymized using a new ID, from the advertiser's CRM is cross-referenced with that of the CTV platform in the Data Clean Room. In this way, each platform creates a list of customers that the brands have in common with them, and each advertiser receives from the Clean Room a list of IDs that match their own customers.