Standards Will Solve Data Clean Room Issues—Here's How

Martech — Thu., Jul. 13, 2023

Data-driven brands and marketers are increasingly relying on data clean rooms to deliver on the promise of modern marketing while respecting consumer privacy and complying with regulations. Many top platforms have announced clean room capabilities, however data standards are needed to make best use of them. Movements to create clean room standards have begun, focusing on data consistency and standardizing data naming conventions.

Industry developments have increased marketers' interest in and need for data clean rooms, with platforms and publishers launching clean rooms that enable data sharing in a privacy-forward manner. Rules must be established to optimize clean rooms for a business and data IDs can be used to join data together. Standardizing data and applying the right data naming conventions are how marketers can make best use of their data sets.

Data consistency has become a must-have and marketers should align on and apply the right data naming conventions and taxonomies. Focusing on the foundation will help ease time needed on adjusting inputs and enable data to be compared and contrasted across data sets. Once the full potential of a data clean room solution is realized and implemented, brands will be able to take advantage of it.

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