{"id":16153,"date":"2023-10-03T16:22:15","date_gmt":"2023-10-03T16:22:15","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/clean-rooms-have-moved-from-buzzword-to-bottom-line\/"},"modified":"2023-10-03T16:22:17","modified_gmt":"2023-10-03T16:22:17","slug":"clean-rooms-have-moved-from-buzzword-to-bottom-line","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=16153","title":{"rendered":"Clean rooms have moved from buzzword to bottom line"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Clean rooms are growing up. The former buzzword du jour of ad tech has matured, no longer just a shiny, new privacy tool, but something that can potentially help brands boost sales, advertisers told Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Two years ago, clients led with questions about data privacy. Today, they\u2019re asking about how the tech can impact the bottom line, Drew Paquette, VP of product at clean-room tech company Optable, explained.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">\u201cWe trust that your team and your technology is capable of doing and delivering upon what it needs to in terms of privacy protection. But let\u2019s move past that and talk about dollars and cents. How does it help me day to day?\u201d he said, referencing questions he gets from clients.<\/p>\n<h2 class=\"dist__StyledText-sc-50d32793-12 iONuBt\">Privacy, please<\/h2>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Though there are some nuances, data clean rooms essentially let advertisers, publishers, and platforms share their first-party customer data in a privacy-safe way. Earlier this year, an IAB study found that two-thirds of advertisers \u201cleveraging privacy-preserving technology\u201d were using them.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Google and Amazon operate their own clean rooms, as do publishers such as Disney and NBCUniversal. As retail media continues to grow, retailers like Kroger and Walgreens also have clean-room offerings, while software companies like InfoSum and Habu offer the tech as well.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Over the past few years, clean rooms have become a solution to help address privacy legislation in Europe and in the US, not to mention the impending loss of the third-party cookie.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Plus, the tech has benefited from an acknowledgement that, well, it seems as though everything is an advertising network, whether it\u2019s Instacart, Kroger, or Marriott, Lauren Wetzel, COO of InfoSum, explained. \u201cIt\u2019s gone from a curiosity to a more fundamental understanding of why it exists,\u201d she said.<\/p>\n<h2 class=\"dist__StyledText-sc-50d32793-12 iONuBt\">Clean up<\/h2>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">While clean rooms were initially pitched as tools geared toward privacy-oriented data sharing, marketers are beginning to see their impact on sales.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">It helps that the technology has become more accessible from a user perspective, Therran Oliphant, SVP and head of data and technology at media agency EssenceMediacom, told us, adding that the clean-room space \u201cdefinitely has matured.\u201d Oliphant said that since the agency is aiming to use data to buy media, it has been \u201cputting a lot of pressure on the clean-room space to enable more integrations, whether they be direct or through some kind of data network.\u201d<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-6c5f8bb2-1 ejIYkL\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-50d32793-12 jkiOvK inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-50d32793-12 jMVQWv inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">\u201cIt\u2019s been slower than we want, but there has been definite progress in that arena,\u201d he said. Oliphant also noted that the technology has become \u201ca lot more democratized,\u201d meaning it\u2019s easier to use.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Job-searching platform Indeed used Disney\u2019s clean-room tech for a campaign that ran on Hulu last year, resulting in a 41% lift in \u201cjob seekers\u201d visiting its site and a 33% lift in employers, compared to a control group of people who didn\u2019t see the ad. More than 100 brands have used Disney\u2019s clean room for planning, buying, and measurement, Adweek reported this summer.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">In September, InfoSum published a case study of a campaign run by Channel 4 and Nectar360, an agency that manages loyalty data for UK supermarket chain Sainsbury\u2019s. Using InfoSum\u2019s clean room, CPG companies like Pepsi could target and measure audiences pulled from an overlapping data set created by the two companies, like customers who buy soda or dairy, or customers who shop in-store or online. Overall, the campaign generated a sales \u201cuplift\u201d of 29%, and up to 122% for CPGs, compared to a control group that didn\u2019t see the campaign\u2014and the case study only uses the word \u201cprivacy\u201d once.<\/p>\n<h2 class=\"dist__StyledText-sc-50d32793-12 iONuBt\">What\u2019s next?<\/h2>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">In some instances, clean rooms are just experiencing a natural evolution. Technology takes time. But the tech has also been recognized by industry trade organizations like the IAB, which published standards, guidance, and recommendations for clean-room technology earlier this year.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Still, there isn\u2019t a \u201cone-size-fits-all\u201d approach to clean rooms, Ted Flanagan, chief customer officer at Habu, explained. Each clean-room provider can still play by their own rules, have different pricing structures, and require varying levels of expertise when using them. The technology isn\u2019t standardized yet, but the push from the IAB has given Habu\u2019s clients \u201ca degree of clarity\u2026that this is probably something I need to be looking at,\u201d Flanagan said.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">As the tech gains traction, Habu is moving beyond just advertising. It recently worked with a fintech payment processing company, which Flanagan declined to name, that used Habu\u2019s clean room to analyze customer behavior: Which customers use Apple Pay and which customers use credit cards? What\u2019s the product\u2019s market share versus competitors?<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">\u201cIt\u2019s insights on consumer behavior, but it definitely falls outside of the traditional advertising and marketing application,\u201d he said.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/10\/03\/clean-rooms-have-moved-from-buzzword-to-bottom-line?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Clean rooms are growing up. The former buzzword du jour of ad tech has matured, no longer just a shiny, new privacy tool, but something that can potentially help brands boost sales, advertisers told Marketing Brew. Two years ago, clients led with questions about data privacy. Today, they\u2019re asking about how the tech can impact [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":16154,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-16153","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Clean rooms have moved from buzzword to bottom line | Brandiary<\/title>\n<meta name=\"description\" content=\"Clean rooms are growing up. 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