How companies leverage clean rooms and first party data as cookies vanish

How do companies use clean rooms and first-party information as cookies?

Marketers have it harder than ever to obtain customer data. Customers demand the same level of relevancy when they hear from companies.

Here’s how marketers can get better campaign performance from less data.

First-party data

Kelly Leger, managing Director for Deloitte Digital , stated that “you have to be capable of working with third-party providers” and that you need a first-party internal resolution strategy in order to be confidently resolve and standardize zero- and one-party data.

Many of the normal data streams are being disrupted by the loss of third-party cookies.

Leger stated that there would be many customer data sets with different customer information and signals of loss. Therefore, it is important to ensure that customer data is protected.

Your company’s first-party and zero party data must be standardized and cleaned. Marketers require easy access to the existing data.

Marketers need to optimize data from both paid media campaigns and data obtained through owned or operated channels in order to ensure future campaigns succeed. Organizations must gain as much insight from their “campaign exhaust”, which is the information that marketers extract from campaigns, in order to remain relevant and competitive to customers.

It is important that businesses ensure that they handle customer data, including personal identifiable information (PII), in accordance with the latest laws.

Leger stated that “First-party data and zero-party data are going to be more important than ever.” “Customer data is your most valuable asset.”

Explore deeper: 6 data collection strategies for marketing in the cookieless futur

Advertising clean rooms is a partnership

Leger stated, “What we are seeing is that the stack really centers around first-party information and bringing in third party data to augment and better understand the consumers.”

Your brand should have many customers that are willing to take initiative on your own channels. They may sign up for your newsletters, participate in surveys, or do other things that will make you known.

There are many passive users. Brands can work with third parties that have their own data to communicate with them. This allows them to resolve identity issues without having to disclose that data or violate the privacy of the users. These advertising clean rooms allow brands to improve the data they have in order to make their campaigns more targeted and effective.

Leger stated that ads clean rooms are rooms that allow you to use first-party and third-party customer data along with the insights and lessons from your campaign data.

She said, “The campaign insights from that walled yard or that digital giant cannot leave that clean space, but can certainly help you optimize, create better targeting abilities and enable you to refine all your advertising within that platform.”

Clean rooms for businesses

A brand can partner with an enterprise clean space outside of a walled yard or digital giant to run a campaign.

An enterprise clean room is a tool that allows you to optimize your ad campaigns across multiple channels. This will allow you to reach the right customers through those channels.

Leger stated that enterprise clean rooms work in a similar manner. They allow you to connect zero- and first party data to third-party or second-party data relationships within your enterprise and enterprise partners, allowing for deeper insights and enhanced activation capabilities.

She said, “Again sitting outside of these digital giants’ walled garden, you have a little more capability with that data to be in able to return it into your first party ecosystem…to better inform and segment your audience.”

All data should be given consent. It is also largely anonymized because marketers use anonymized data attributes to optimize these campaigns.

Businesses can improve their campaigns by obtaining their first-party data and using these adclean rooms and enterprise clean room partners. Even as the data landscape changes, they can be confident in their ability to get their data in order.

Get to the bottom of Clean Rooms Expand for Advertisers

How companies leverage clean rooms and first party data as cookies vanish originally appeared on MarTech.