Merkle research recently revealed 61% of surveyed executives will increase data clean room investments to gain ad effectiveness understanding. It’s a direct response to growing privacy concerns and fading cookie reliance.

Enter data clean rooms, a data collaboration idea that’s gaining favor with a widening circle of performance-minded marketers. The walled garden environment of clean rooms offers clear data insights with strict privacy limits. Those limits have given rise to a new class of analytic tools that help sharpen ad spend analysis and understanding. This playbook examines clean room practice and opportunities, including:

• How data clean room environments offer more robust data enrichment, smarter campaign planning, and better measurement
• 4 steps that illustrate what to expect from clean machine learning in terms of data scoring and privacy compliance
• How brands can quickly achieve meaningful assessments of their paid media investment through data clean room analytics

​