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Yes they matter. You need good first party data sets or a valuable second party set of data to access and analyze. Ads data hub and Amazon marketing cloud are two good examples with lots of great use cases.
Well okay AMC is very good. I love their wiki and sample queries. I think AMC is the only one that’s great at this.
The others are meh. Bunch of reach and frequency analysis?
Privacy regulations like CCPA, GDPR and restrictive data tracking policies like Apple’s require clean rooms to be able to perform any meaningful analysis on 1st party data
You’d like to look at 1P data with media data… to do what?
Build your clean room right and you can provide 3rd parties direct access to your client without risk of a data breach or the 3rd party knowing who your client is. Moreover, done right, the 3rd party can know that they do not already know the identity of that person BUT it looks exactly like their existing customers.
Great.
So you’re now asking me to pay to find out the business utility of a very expensive tech that I…. don’t have a clear need for.
Clean room seems very useful.
They still need a common identity to combine data from two parties, so they're no more future-proof than a DMP that supports hashed emails.
I share the same sentiments. I think people who haven’t been in clean rooms should not dictate what it should look like. It’s simply not sustainable to have dedicated teams to a single technology. Analysts need to use multiple tools and not be limited to one type.