Data Clean Room

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

The IAB Tech Lab released its first data clean room guidance and also shared the first version of the Open Private Join and Activation (OPJA) specifications, which sets use cases to match encrypted audiences.

Clean rooms are all the rage – everybody’s talking about them. But even the most sophisticated brands are early in the test-and-learn phase, and mega-platforms with their own data clean rooms, including Google, Amazon and Meta, see the opportunity as well.

The Amazon Marketing Cloud, which emerged from beta last year, is at the beating heart of Amazon’s advertising ambitions. Amazon touted the product, which is its answer to a homegrown data clean room, at its Amazon Ads unBoxed conference in New York City on Wednesday.

The data clean room category is like wet cement right now. And Snowflake is writing its name everywhere. On Monday, Snowflake announced an investment in OpenAP, an advertising identity data company co-owned by Comcast’s NBCUniversal, Fox, Paramount and Warner Bros. Discovery.

Over the past two years, data clean rooms have exploded onto the programmatic advertising scene, and they’re already at the center of some of the most exciting new partnerships and growth opportunities. But despite their rapid adoption, the definition of what a data clean room is – and all of the related nuance – is not well understood.

The current web of disconnected clean rooms is like rows and rows of magnets facing the same way, so nothing actually happens. InfoSum announced a new software, Platform Sigma, to try and give its clients a better way to share depersonalized data with each other and their data vendors of choice – which could also help solve for measurement.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. VideoLift Breaking into connected TV isn’t easy. It takes hard-earned partnerships with dominant distributors like Netflix or Disney. TripleLift has been attempting to shoulder its way into CTV for some time by insisting that native ad formats work in CTV despite being relatively new. […]

Roku wants in on the clean room conversation. The streaming TV platform announced its proprietary clean room offering on Tuesday, with agency partners including Omnicom Media Group, Horizon Media and dentsu. The product was built on Snowflake’s media and ad tech cloud data infrastructure.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. How “About” That? The Office of the California Attorney General issued a potentially impactful decision this week. Heads-up, ad tech companies: Inferences made about customers or consumers can be classified as personal information, even when the constituent data pieces aren’t personal or are gathered […]