The phrase ‘data clean room’ is open to interpretation, and misinterpretation, but it’s important to know and distinguish between the different types, writes James Prudhomme, CRO, Optable.
The Inuit have 50 words for ‘snow’, taking in all the many and varied characteristics of the white stuff that most of us don’t tend to think about. The ad tech industry, meanwhile, has 50 definitions of a data clean room, but essentially only one name for all of them.
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Almost half of marketing execs said they have used data clean rooms, according to one study
The problem is that while they are a viable solution, most traditional DCRs still operate as third-party databases, meaning that users have little to no control over what is being done with their data.
