Hubspot Custom Styles
October 6, 2023
Vlad Stesin

Can publishers drive clean room media revenue growth even with low volume of identified users?

Optable has built the "easy button" for clean room media activation. Part of making this easy revolves around mitigating scale issues. It's a solved problem that many publishers and brands already use - and do so successfully. This post describes how we do it, and why it matters.

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Data Collaboration
Digital Advertising

One of the most common misconceptions about data clean rooms and data collaboration is that there are requirements on having tons of identified data. 

Most publishers we meet have this concern:  “Do we really have enough data to drive significant revenue? Won’t we be limited by the size of the match, and therefore won’t be able to run any media at scale?“

Typically they are surprised to learn that mitigating low volumes of identified data is part of the solutions offered today by this class of data collaboration technology.

No matter how little identified data any given publisher has, they can benefit from growth using data collaboration technologies. The reason is quite simple:  any campaign is better off when it starts with real data. 

Following a match with an advertiser, the publisher has a few options: one, a simple one, is simply to have insights on the matched audience. The publisher can better understand the brand’s customers or prospects as a function of their own data, which in turn allows them to create better media products.  It also shows the brand that the publisher reaches the right audience for them.  Insights are offered as a report that provides aggregate numbers – by definition, it is a privacy-safe product. 

The second, and an important one, is the possibility of creating a prospecting audience out of the match.  Optable’s prospecting clean room app automatically creates an expanded audience that provides scale, performance and value when it comes to reaching the right audience.  Not only that, but we do it in a privacy-safe manner, since the publisher does not learn the intersection – only the prospecting audience becomes eligible for targeting. 

Considering that a publisher’s audience consists of both identified and unidentified users who share a number of traits, Optable prospecting clean room app allows a publisher to configure a model that ultimately creates an addressable audience that is sizable enough to drive significant growth. 

For brands, the use of customer or prospect data also doesn’t have a limiting factor – in fact, there are few brands that can boast having significant data on all their customers. For everyone else, the objective is to have some data – enough to allow our systems to make better audience decisions. 

Optable’s approach makes publisher-driven data collaboration easy for all parties:  our end-to-end solution includes direct integration for activation straight from the clean room environment, and offers frictionless interoperability. 

Given the emergence of retail media and the democratization of data through data warehouse clean room APIs, data collaboration is quickly becoming a major revenue opportunity. 

Forward-looking publishers who are looking for revenue growth must prioritize future-proof, privacy-safe solutions to driving revenue.