Is the latest trend to be in a data clean room? If so, you can use one of our solutions to do it–it’s worth investigating.
As a marketer, understanding the convergence of global factors means you’re never going to be able to do what you’ve always done. The future seems difficult if not impossible, but it doesn’t have to be. You just have to understand how your product or service may adapt and how you can benefit from that approach ahead of time.
Google recently announced that they might be deprecating third-party websites’ access to data collected through cookies. As more brands start to move towards zero-party data, first and second-party customer data, marketing is having to rethink their own customer data strategy, all the way from zero-party data through first and second- to third party customer data.
One of the consequences of data deprecation is hyper-centralization. Big tech companies create “walled gardens” that control and monetize data, which often drives clients to build their own internal systems.
New channels such as in-game, in-stream, and in-app are impacting how brands collect and interact with customer data.
With growing consumer demand for privacy and control over their data, the market for new types of products has exploded.
As companies continue to collect, leverage and share customer data, more regulations are emerging. These range from standardizing guidelines to creating new policy altogether. New policies, processes and practices are being put into place on a daily basis.
Data cleaning is a difficult process. In order to make sure your data is thoroughly cleaned and ready to be used, you should invest in a Data Clean Room service.
Can data clean rooms help brands access extensive, high-quality customer data so they can better target advertising campaigns? The concept is new and provides the opportunity to make smarter marketing decisions. It’s been around since Google launched ads Data Hub in 2017.
More and more data deprecation discussions have been happening recently, as intelligent people and organizations realize the importance of moving on to private walled garden creation.
Open source software versus closed source software
To some extent, yes, walled garden and data clean room were initially thought to be synonymous and that’s not the case.
Walled gardens are data repositories that work on collecting marketing and advertising data from a wide variety of digital sources. This can then be monetized by selling that information to others or sharing it internally for the company.
Data clean rooms are another way to connect with the data of your choice regardless of the walled garden it came from. They provide additional security and privacy protocols that traditional data gathering doesn’t offer. It’s important to note, however, that they’re still sometimes perceived as unreliable due to lacking customer validation and usability issues. Many questions remain around data clean rooms:
Digital marketing and online advertising is a big deal, so how can you make sure that your digital ecosystem is optimized?
How much data detail will they provide?
How are you going to use that data? Targeting and personalization? Measurement?
In what circumstances are you unable to clean your data perfectly today?
Is your company facing any major data security issues? Do you need to protect customer data from threats such as hacking and employees misusing company information for personal gain? Are you in touch with the latest technologies that can help ensure data privacy?
Deciding whether or not a data clean room makes sense for your brand is clear — understanding the ROI, controlling QA costs and providing protection from cloud-based anti-malware threats is crucial for your marketing & advertising technologist to consider.
Data Security and Privacy Are Paramount
This sentence rewriter is encouraging you to take precautions to avoid damage in the event that your personal data becomes compromised.
A data clean room is an environment that provides access to all client data without jeopardizing the consumer’s privacy or a brand’s data security protocols. To accomplish this, security and privacy techniques are included in the data-cleaning system. Data-cleansing software must have techniques like identity management, graphing, obfuscation and resolution.
There are a few ways to use identity management and resolution solutions to appending data, but often this method is adding additional complexity to the process. To keep customers’ security as high as possible, data clean rooms must be able to ingest, join, store and protect them in an automated fashion.
Encryption is a crucial component of a data clean room solution. Ideally, customer data is encrypted both while in storage and while it’s being transported from one place to another. This means that marketing teams who work with a data-clean room solution are safe from the data, even if they want to extract audiences without the use of an API key or common secret for context.