Data Clean Rooms: The Key to Marketing Measurement in the Privacy-First Era

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Third-party cookie deprecation is having a debilitating impact on the digital marketing and advertising industry. While decisions by the major web browsers to eliminate the use of third-party cookies is rightly rooted in rising consumer expectations for privacy, it also means brands and media companies will effectively lose the primary mechanism they’ve used to power their advertising, attribution, and measurement strategies for decades. In many ways, the death of the third-party cookie shouldn’t come as a surprise. In fact, the push for privacy dates as far back as 2011, when the European Union issued its Cookie Law in a bid to raise awareness among consumers about how digital information is collected and used. Europe’s General Data Protection Regulation (GDPR) came into effect seven years later (2018) and introduced some of the most stringent rules around privacy to date. Since then, a majority of countries have enacted GDPR-like legislation to give citizens more control over their personal data. Download the free ebook to discover:
• Why data clean rooms are providing a viable alternative for closed-loop advertising and marketing measurement
• How consumer goods, retail, and media publishing companies can take advantage of a data clean room
• What to look for when evaluating a clean room solution for your business.

 

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