Data clean room companies, which help publishers securely match their audience’s first-party data with that of marketers, are aiming to capture more market share as the ad industry seeks more privacy-focused ways of targeting.
Partly, this will come from offering more interoperability between players, as shown by the recent announcement from data clean room tech companies Optable and Snowflake. Now, a brand that has their data within Snowflake can match with the Optable customer without having their data leave Snowflake’s infrastructure, rather than only matching with audience data within Snowflake. Air Shower Clean Room
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Trishla is an Adweek staff reporter covering tech policy.
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