Data Clean Room Tech Users Satisfied So Far

February 17, 2023

This article is included in these additional categories:

Analytics, Automated & MarTech | Customer-Centric | Data-driven | Privacy & Security

Nine in 10 marketers are testing or considering at least one ID solution, according to a report [download page] from the IAB. Among privacy-preserving technology users, almost two-thirds (64%) use data clean rooms, while another fifth (21%) are considering doing so.

The report suggests broader use of data clean rooms (DCRs) than found in recent research, which indicated that 1 in 5 B2C marketers have adopted the technology. Methodology may play a part, as slightly more than half of respondents to the IAB study have annual ad spend of at least $50 million, and the report separately notes that “DCR costs create a high barrier to entry—a challenge for smaller industry players.”

This market is clearly in its earlier stages, however. The IAB study reveals that 61% of DCR users have used the technology for 2 years or less. By comparison, fewer than half of identity solution (42%) and consent management platform (CMP; 42%) users are new to the technologies, and even fewer say the same about their length of customer data platform (CDP; 35%) and data management platform (28%) use.

What’s clear is that so far, DCR users are happy with the technology. Some two-thirds (67%) say they’re very or somewhat satisfied with the tech, in line with the 69% of identity solution users and 66% of CMP users.

When selecting a third-party DCR, users say that the most important criteria are confidentiality and security of data/IP through privacy protocols, privacy throughout the whole engineering process, and availability of enrichment partners.

As for DCR use cases, data anonymization (47%) and data privacy & compliance (47%) were the most commonly cited, followed by data normalizing and cleaning (41%) and data transformation and enrichment (40%).

The study’s authors note the opportunity to leverage advanced measurement, as few are using DCRs for attribution (26%), ROI/ROAS measurement (23%), media or marketing mix modeling (17%) and propensity modeling & predictive analysis (17%).

The full study can be found here.

About the Data: The results are based on a November 2022 survey of 203 data decision-makers who are engaged with privacy-preserving technology across the following company types: brands; publishers/agencies; and agencies.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This