Data Clean Rooms

What are data clean rooms?

Data clean rooms (such as those offered by Google and Amazon) are an approach to pooling data from multiple entities in a controlled space without direct access by any entity. Clean rooms are growing in demand as a way to combine aggregated data from the big walled gardens and customer data from advertisers while maintaining privacy. For instance, publishers and other B2C companies can pool their 1st-party data into data clean rooms to create segments and train “propensity models” that can predict audience behaviors – without identifying individual users.