"The relatively new technology was one that everybody in data-driven marketing would need to know. Fast-forward to the end of 2025, and maybe advertisers don't need to know what a data clean room is at all, like how drivers don't really need to understand how an engine works to operate a car. Instead, perhaps, data clean room tech has simply become part of the anonymous background that is how things work."
"Cloud jargon No brand marketer or agency buyer starts with the idea that they want a clean room, said Adam Solomon, LiveRamp's new VP and head of solutions product management. Clean rooms are one tool in the tool kit, he said, "but not the thing that you lead with or the thing that you're looking to accomplish." LiveRamp is, of course, one of three companies in the data clean room category that garnered most of the attention and investment."
Data clean rooms initially dominated ad tech conversations as essential for data-driven marketing. Over time they have become integrated into broader secure data collaboration and platform interoperability, making the term less prominent. Brand marketers and agency buyers typically do not begin with a desire for a clean room; clean rooms function as one tool in a larger toolkit rather than a primary objective. Acquisitions and consolidation—such as LiveRamp acquiring Habu and WPP acquiring InfoSum—reflect industry investment. The rise of composability emphasizes vendors operating natively across data warehouses and clouds, enabling audience creation and activation on social channels without explicit focus on clean rooms.
Read at AdExchanger
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