Buyer's Guide: Clean Rooms

Why do you need a data clean room?

Data clean rooms offer a path forward for marketers who want to deliver personalized, person-based campaigns in a privacy-compliant way. But how do you know which clean room is for you?

Solutions run the gamut when it comes to usability, capabilities and price, and it can be hard to narrow down a clean room that fits your needs. Asking the right questions—of yourself and your future vendor—can clear some of the confusion.

How to choose a data clean room provider

This guide is designed to help you navigate the process and find the right clean room. Here's three key capabilities to consider:

1. Build rich, granular insights that drive higher-performing media activation

Data clean rooms are great tools to increase the quality and scope of known customer data by expanding into unknown customer data. Brands can access a broader scope of who their prospective customers are, which is especially critical for brands without a lot of first-party data.

A clean room that is equipped with identity and data enables brands to understand their current customers more deeply, build lookalike audiences based on their best customers and transform those unauthenticated customers into known ones.

With a complete, dynamic and persistent understanding of user behavior, preferences and demographics, you can personalize marketing campaigns across owned and paid channels, improving ad engagement and overall campaign performance.

2. Offers a secure, privacy-safe environment for data aggregation

Data clean rooms provide a safe, pseudonymized data science environment for audience insights and analytics. This allows brands to drive prospect engagement based on consumer behaviors in the wild and use first-party and third-party data to build audiences, activate media and provide measurement, including data that's pre-loaded into the clean room and from trusted partners.

3. Solves for a variety of use cases and is easy for any member of your marketing team to use

Your clean room should be able to tackle many use cases: audience expansion, granular measurement, media activation and more. And it also shouldn't be hard to use.

Clean room solutions can be extremely technical and are often designed for an IT professional vs. a marketer. Many brands have data scientists as part of their greater marketing team, but many don’t—and finding a clean room that can be used by the marketing side is critical.

Read on to learn more about the essential capabilities and value drivers you should look for in a clean room solution, and what questions to ask during your evaluation process.