Data Clean Rooms

Cloud infrastructure technology services are converging on the media and ad tech industry. The sleeping giant is Amazon Web Services. And AWS has woken up.

To plan, target and measure media buys on TV, advertisers need to resolve identity at the household level, which calls for full media transparency, said Kelly Metz, managing director of linear and advanced TV activation at Omnicom Media Group. Kelly Metz will be speaking about the future of TV measurement at AdExchanger’s Programmatic I/O conference on October 17-18 in New York City. Click here to register.

CTV is at a crossroads, writes Mark Walker, CEO of Direct Digital Holdings. We’re already seeing streaming become the dominant way TV is delivered, which opens up CTV ads to a wealth of possibilities. With that, the industry will face an existential question: What is the role of TV advertising now that it is connected? 

Data clean rooms and regulation could be topics on The Big Story any week this year. But despite the tsunami of news coverage on both topics, each remains largely unknown or misunderstood.

Optable is latest company to partner with The Trade Desk via UID2. The integration is in closed beta and set to go live for all Optable customers in Q4. Like InfoSum, Amazon Web Services, Snowflake and Acxiom and Kinesso (both owned by IPG), Optable will be what’s known as a closed or private UID2 operator.

Automotive marketers were among the first major advertisers for legacy television. Now, they’re ditching their age-old audience demos for first-party audience data like everyone else. General Motors is the first brand to adopt NBCUniversal’s first-party data platform, NBCUnified – but the integration is just one of many stops on GM’s first-party data road map.

Data clean rooms are to 2022 what customer data platforms were to 2019: Everyone’s talking about them, but people don’t necessarily know what they’re talking about. One reason for the uncertainty is that there are no standards that define exactly what a clean room is or how it should operate. “There are a lot of […]

Clean rooms are riding a wave of momentum as the ad industry looks for ways to use aggregated, anonymized data sets to predict audience identity. Yet, despite a catchy name, clean rooms aren’t necessarily as “clean” as they promise to be, writes Drew Stein, CEO of Audigent.

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.

If addressable ad IDs are the new keys to the kingdom, then you’ll find The Trade Desk at Epcot this summer. Which is to say, Disney and The Trade Desk announced an identity integration on Tuesday that will allow advertisers to activate against Disney’s first-party data programmatically via its clean room data product using Unified ID 2.0 (UID2) IDs.