As the cookieless future draws nearer, brands and agencies are exploring alternative tactics to identify consumers and gain insights into their behavior — necessary steps in creating the kind of personalized campaigns many have come to expect. Among the alternatives are data clean rooms, the cloud-based secure systems that enable data sharing and collaboration in a secure, pseudo-anonymized setting.
One-third of companies are currently using data clean rooms extensively, and roughly 90% expect their use of data clean rooms to increase over the next 12 months, according to a recent study from Deloitte Digital. Meanwhile, 70% of companies planning to use data clean rooms expect to outsource some of the implementation and operations. LiveRamp’s acquisition of Habu is a bid to capture a larger share of the growing data clean space.
