| | AUGUST 20238CIOReviewIN MY OPINIONBy André Munro, Director, Data Strategy and Monetization, CBC/Radio-CanadaFinancialData Clean Rooms (DCRs) have recently taken the digital marketing industry by storm. More than as another passing fad, the interest stirred by DCRs is grounded in their promise to solve two interconnected challenges facing digital marketers, namely the expanding regulatory frameworks protecting online privacy (GDPR in Europe, CCPA in California, and soon C-27 in Canada) and the progressive deprecation of cookies and mobile IDs as the foundation of content and ad personalization. DCRs' providers promise to solve these two problems at once by offering a secured cloud-based platform through which brands can leverage each other's first-party data without revealing its content. Take a simple yet common use case. An advertising publisher, for example, CIO Review Magazine, and one of its advertising clients (any brand advertising here) can, through a DCR, find the overlap between their respective user base and activate this shared segment on some ad server to display the client's ads any time one of their members visit www.cioreview.com. The secured match that creates this overlapping audience is not based on cookies, but using a hashed identifier such as an email address. The overlapping user base can then be refined by using any other data points held by either partner without revealing their content to the other. The publisher can therefore improve the campaign by using some interest data it holds, for example, interest in business as a topic, while the advertiser can refine the campaign based on some other data point they possess like household income.Most importantly, partners can leverage each other's user-level data without seeing or obtaining any of it. At most, the publisher can see a list of hashed IDs to be activated. Even with regard to high-level insights, both parties are typically in control of what data they wish to share, whereas cookie-based campaigns made marketers dependent on signals they did not own or control. DCR technology empowers them to act as true custodians of their first-party data. The technology behind André MunroDATA CLEAN ROOMS FACILITATING ADDRESSABILITY AND PRIVACY
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