Secondly, there are decentralized multiparty clean rooms, which are the truest version of a data clean room. As they are decentralized, all data processing takes place where the data is located, so there is no need for the data itself to move. Instead, a mathematical model of the individuals in each data set is generated, which is anonymized so no personally identifiable information is compromised. These solutions, while providing greater control and protection, are actually built for ease of use and speed to accelerate adoption rather than slowing it.
Only the second of these options offers the full feature set and functionality to cover all the desired use cases of a DCR. There are six key considerations that businesses should be looking for when evaluating the solution they want to invest in: privacy, scale, speed, transparency, simplicity and control. But even with the right technology, successfully implementing a DCR requires a clear strategic vision.
Building new products with data clean rooms
The businesses that have been most successful in implementing this new technology, and so have enjoyed the maximum value from their investment, have built and launched innovative new advertising solutions with a DCR at their core.
Take, for example, U.K. broadcaster Channel 4, which set up its Brandm4tch platform to partner with brands including supermarkets, banks, utility providers, retailers and fast food delivery companies. Aware of the challenges surrounding TV advertising—in particular, the lack of transparency and availability of data—Brandm4tch enables advertisers to match their own first-party data with the 24 million registered viewers on Channel 4’s streaming service and create custom audiences, leading to campaigns that have measurably increased awareness and consideration. Each brand retains full control of their data, and customer privacy is fully respected.
While Channel 4 was an early adopter of the DCR, it’s the strategic path it has taken that has driven its success—not the technology itself. And it has only just begun to tap into the potential of DCRs, enabling rewarding new partnerships and creating valuable new revenue streams.
The way forward in 2023
If your business is looking to implement a DCR solution in 2023, then there are some key principles you should follow. As mentioned above, you should have a clear business objective at the center of your strategy. But beyond that, you should be thinking about the future—will your DCR be fit for purpose in five, 10 years’ time?
