target audience: TECH BUYER  Publication date: Dec 2023 - Document type: IDC MarketScape - Doc  Document number: # US51047323

IDC MarketScape: Worldwide Data Clean Room Technology for Advertising and Marketing Use Cases 2023–2024 Vendor Assessment

By:  Lynne Schneider Loading


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This IDC study evaluates data clean room technologies for advertising and marketing use cases. Data clean room technologies help protect the privacy of consumers and safeguard holders of first-party data. The promise is that enterprises can share and collaborate on data in a privacy-preserving way that can still provide insight and guide activities. This software systematizes and subsumes prior services of data sharing from a practice that relies solely on trust, checking behavior against contracts and agreements to a solution that can facilitate simple and complex arrangements in a privacy-preserving manner technologically.

"Data clean rooms technologies provide important capabilities, not available with the simple exchange of data, that enterprises require to create shared data and insight across the advertising and marketing process ecosystem," said Lynne Schneider, research director of Data as a Service and Data Marketplaces at IDC. "In the face of increasing privacy regulation, technological changes, and consumer scrutiny, these solutions are moving from 'nice to have' to mission critical for brands, advertisers, and publishers. The value of a simple-to-use and adaptable data clean room technology has become apparent as major fixtures of the earlier online tracking and monitoring landscape are being decommissioned."


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