Another Clean Room Announcement That Feels More Like Hype Than Substance
By Pat Easton Thomas
You can’t swing a hazmat suit without hitting yet another announcement about a new Data Clean Room offering. I hope these solutions provide value for enterprise customers, but I personally remain skeptical. Beyond the buzzword bingo, I don’t see any evidence that these approaches are anything more than complex encryption schemes for multiple parties. Somewhere personal data may get exposed when an analysis is computed on temporarily decrypted data. And does the “data clean room” have carpet or tile flooring? 🤣
“This ground-breaking solution bridges the gaps faced by other clean room solutions by combining native identity data and ML-powered graph capabilities with extensive integrations across the media and marketing world including linear and connected TV providers and the walled-gardens. It enables multiple organizations and internal teams to bring data together for joint analytics, media activation, and marketing measurement.” – Neustar
But this is just my first impression, you can read the whole 14 June 2022 article in Martech Series here and draw your own conclusions.