AMENIA, NY — Digital advertising’s data collaboration started with walled gardens, but it is evolving beyond clean rooms to power planning, segmentation and measurement.
The practice, which lets advertisers gain event-level measurement while preserving privacy, is now a “key mechanism to have data through it in the ecosystem”, said Frederick Starichev, VP Sales, LiveInsights, LiveRamp, in this video interview with Beet.TV.
He tells Beet.TV’s Rob Williams clean rooms are no longer just about the method of sharing data itself.
“Data clean rooms was actually our first iteration around establishing collaboration between partners with a privacy framework to it,” Starichev said.
“We’ve seen that evolving over the last, I would say, 12- to 24-months. We have actually new framework that actually coming along, like multi-party computation. And we also have trusted execution environment.”
“When you think about data collaboration, it’s not only the way you’re sharing data, it’s also the way …