TECH SUPPLIER Sep 2022 - IDC Survey Spotlight - Doc # US49673722

Data Clean Rooms: All Talk or Some Action?


Lynne Schneider

This IDC Survey Spotlight shows the level of interest and awareness of data clean rooms, a method for the privacy-preserving sharing of data and data collaboration between multiple parties. Used in advertising, marketing, healthcare, financial services, and more, data clean rooms is a technology that is gaining a lot of traction.

"Data clean rooms are a really hot topic in both the vendor and buyer communities. The definition remains a bit fuzzy, but IDC's survey data shows that 88% of data buyers are at least somewhat familiar with the concept," according to Lynne Schneider, research director of IDC's Data as a Service and Data Marketplaces area. "To be successful, data clean room vendors need to focus on their most receptive audiences and build functionality that enables new audiences as well."

Data was gathered as part of IDC's 2022 Data Buyers' Survey in March 2022.


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