Blendee Platform
With the announced abandonment of third-party cookies and the need to adopt privacy-focused models and practices in marketing and advertising, the “ Data Clean Room ” is increasingly emerging as an interesting solution capable of mediating the need for advanced audience profiling and enrichment on the one hand, and data protection on the other.
Before knowing its characteristics and functionalities in detail, let us take a step back and try to reconstruct its history and its evolutions.
Data clean room: between past and future
Data clean room: what are the advantages?
Blendee Data Cleanroom: Data Operations with Full Privacy Respect
Data clean room: use cases
Data clean room: between past and future
Data white rooms, as an infrastructure solution, have been around for finland mobile database a few years now: in 2017, Google, with ADS Data Center , was the first major player to launch the data clean room on the market, pursuing the goal of enabling advertisers to perform audience enrichment activities by matching, in a secure and private environment, proprietary data with that of the Google ecosystem.
In the months and years that followed, the evolution of data clean rooms has increasingly affected walled gardens, from Facebook to Amazon, which launched their own data clean rooms between 2017 and 2019, respectively.
But it was in 2018 that the era of privacy officially marked the beginning of the era of privacy: GDPR, CCPA, not to mention Apple's Intelligent Tracking Prevention 2.0, have, in fact, shone a spotlight on the need to preserve privacy and protect users' personal data, thus opening the market to the Internet of Things. Development of clean room data solutions also by third parties and independent companies.
But what is a data clean room? Let's be clear!