"Clean and clear One promising development for retail media is the adoption of data clean rooms. In a clean room, a brand's data, the retailer's data and sometimes other data sets, like Google's first-party data, can be incorporated into targeting and attribution for a single campaign. The idea sounds great. But as you dig in, the transparency only reveals how little you saw before, like going from peeking through a keyhole to having a crack in the door."
"But the data clean room feedback loop also turns out to have a serious latency issue, said Pacvue Chief Product Officer Sunava Dutta during one panel. The norm is for a clean room-based retail media campaign to update every week or so. "How many of you would book a picnic a week in advanced based on the weather today?" Dutta asked, rhetorically. "None of you. We have [the same] latency problem with data clean rooms.""
Retail media is entering a phase where deeper measurement reveals more uncertainty about how campaigns drive results. Data clean rooms allow brands, retailers, and third-party data to be combined for targeting and attribution. That consolidation increases transparency but also exposes limits previously unseen, likened to moving from a keyhole to a crack in the door. Clean rooms are often integrated into real-time bidding but typically update only weekly, creating latency that undermines responsiveness. Advertisers are shifting toward business outcomes, but many outcome metrics remain proxies, and aggregate measures like ROAS can obscure true incrementality.
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