Why connectivity is critical for clean rooms to turn signal loss into signal gain

Clean room technology is a tool used by marketers to mitigate the impact of signal loss due to the deprecation of third-party cookies. It allows for the secure analysis and collaboration of data sets, enabling marketers to gain insights and activate them across various platforms while maintaining privacy.

Marketers can use first-party data for omnichannel marketing by leveraging new solutions and tools that allow for personalization and measurability across different consumer touchpoints. This includes activating first-party data on platforms that do not use third-party cookies, such as connected TV, and ensuring seamless engagement with customers throughout their journey.

Google's Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR) is a tool that facilitates data collaboration and connectivity at scale. It uses parts of LiveRamp’s data collaboration offerings to securely connect advertiser and publisher data, reconcile customers who have visited both sites, and enable activation via Display & Video 360. This enhances ecosystem connectivity and can lead to better-performing marketing campaigns.

In a cookieless era, data collaboration is important because it helps companies build robust first-party data strategies and uncover new insights. It amplifies the benefits of a first-party data strategy and enables privacy-focused partnerships, which are essential for identifying new audiences and generating better insight into the ecosystem.

To ensure data insights are actionable, marketers should not only focus on combining and analyzing data sets but also on expanding reach. Successful marketers take the insights generated within clean rooms and activate them across the ecosystem, ensuring that they connect with customers wherever they spend time, while treating data hygienically and maintaining privacy.