Report

The Truth About Data Clean Rooms

Providers Tout A Post-Cookie Cure-All, But Full Capabilities Are Still Emerging

May 23rd, 2022
With contributors:
Emily Collins, Stephanie Liu, Joanna O'Connell, Lexie Lawhon, Christine Turley

Summary

Data clean rooms claim to provide a privacy-safe environment for marketers and their partners to share sensitive enterprise data for cross-publisher measurement and targeting and deeper customer insights. While data clean rooms’ potential as a remedy for data deprecation-induced woes is appealing, their long-term value is still in flux. Many companies may not need a costly clean room for better marketing measurement or ad targeting. This report explains the benefits and risks of data clean rooms to help B2C marketers determine whether investing in one is the right approach for their business.

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