A data clean room is a piece of software that allows organizations to bring data together for joint analysis under defined guidelines and restrictions.
The process involves two entities – such as an advertiser and a publisher – who upload their first-party data to the data clean room. Then, the data undergoes security and privacy-protection measures, such as pseudonymization, restricted access, or noise injections, that remain in place to ensure none of the parties can access personal data or data of the other party. Both parties get information in the form of cohorts and aggregated reports. The data can then be activated for various advertising and marketing efforts. For example, it can be applied for targeting a specific demographic, audience measurement, and analysis.
Data clean rooms contain aggregated, anonymized user information considered non-personally identifiable information (non-PII). The involved contributors can benefit from the information in the joint data set from two or more parties without gaining access to specific data about individual users. At the same time, they cannot export or copy the data set of the other contributors, and no one outside the data clean room can access the user-level data.
The demand for data clean rooms is growing due to privacy regulations, the deprecation of third-party cookies, and the need for advertisers to better target users.
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