Originally published on March 1, 2019, this article has been updated to include an explainer video that highlights IAB Tech Lab's data clean room standards that were introduced in February 2023.Advertisers' attempts to break down data's walled gardens have found a second wind.The emergence of so-called data clean rooms - safe spaces where insights gleaned from the walled gardens are commingled with first-party data from advertisers for measurement and attribution - is gathering pace as media trading becomes more addressable.
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