Clean rooms might be the answer marketers are looking for in the post-cookie era

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 06, 2021, 3:00 PM UTC

Clean rooms are authenticated environments built to give advertisers access to data anonymously.

With privacy becoming a matter of common concern, clean rooms are slowly picking up steam among advertisers. These rooms were initially set up by walled gardens like Facebook, Google, LinkedIn and Verizon. Advertisers and agency analytics teams can use them to understand consumer behaviour, experience and engagement for logged-in users or registered customers.

Advertisers can also bring their first-party data into clean rooms and match it to platform data for activation and measurement without user-level visibility. To strengthen their cleanroom strategy, marketers should first build their audience, locate new paths for finding and growing an audience within each cleanroom.

Begin by mapping first-party data to each clean room, then test, enrich and analyse behaviour as well as performance across new audiences. Consider shifting to a mobile-centric engagement model, obtain cross-device insights and enable device-based marketing.

Marketers should also factor in the impact of additional mobile signals on campaign reach, frequency goals and attribution models. Further, develop a multi-clean-room measurement and optimisation strategy to navigate the post-cookie future effectively.

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