The slow death of third-party cookies has pained the digital advertising industry, spurring marketers and tech companies to assess a number of options to figure out what audience targeting will look like.
One such option gaining pace is data clean rooms, a privacy-compliant technology that lets separate companies combine data sets—to find matches in duplicated audiences or identify audiences—without the need for data to be shared or stored in a centralized location.
“[A data] clean room facilitates that private data network,” said CEO of consultancy MadTech Advisors, Bob Walczak.
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