Majority of Publishers Sharing Data via Data Clean Rooms: Digiday
While only a third of publishers and media businesses use data clean rooms to build audiences, a much larger segment — 64% — are collaborating with advertisers via clean rooms to share audience data, plan campaigns and measure performance, according to a Digiday survey sponsored by Optable. Digiday identifies this as a core data monetization strategy. While almost three-quarters of marketers believe audience segmentation and targeting are the best routes to data value, over 50% say integrating data from different tools is the biggest barrier to this (according to an eMarketer report for Acoustic).