Data Targeting: What is a Clean Room in Digital Marketing and Advertising?
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Data Targeting is very important in Digital Advertising. Have you ever noticed that anytime that you download an app, start a new service, or shop online-- you must provide your email address among other pieces of information OR you are agreeing to allowing cookies to track you on the site? This collected data is used to give Digital Advertisers and content providers the ability to target ads to you. For more information about Data Targeting, check out “Digital Advertising and Data Targeting- What is it, and How does it work?”
When a Digital Advertiser and a content provider want to merge their data together to target you, or they perhaps want to layer on 3rd Party Data targeting to the data that they already own, they use something called a Data Targeting Clean Room. A Clean Room is “a secure way to link anonymous marketing and advertising data from lots of companies. Sharing data in this way enables you to increase the value of the information you already own.” (Source: Eplison- What is a Data Clean Room, And How Do They Work?)
In other words, it’s a place where all information can flow freely for data matching, etc.
There are 2 types for Clean Rooms:
Walled Garden Clean Room- Or proprietary clean rooms that large advertisers such Amazon and Google use. Their Walled Garden Clean rooms are listed below:
Non Walled-Garden Clean Room - Clean rooms outside of the Walled Garden options for Amazon and Google
I encourage you to read through the above clean room offerings from each of the Walled Garden and Non-Walled Garden solutions to get a better understanding how Data Targeting Clean Rooms work and function.
