WTF are the ID-based vs. model-based approaches to data clean rooms?
This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
First-party data is like a secret sauce for advertisers, media companies and tech platforms. And with ad buyers and sellers increasingly planning to transact against their first-party data sets, they have to figure out to what extent they may or may not need to share that secret sauce with others.
ID-based matching has been the primary way that companies have used clean rooms to make their data available to others. But not all companies are comfortable with this approach.
Enter the model-based approach. Considered by agency executives to be the next generation of clean room strategies, the model-based approach offers a different way for companies to share their first-party data recipes without allowing companies to connect to the underlying data, as Essence Global’s Therran Oliphant, Permutive’s Lauren Tiley and Publicis Media’s Jess Simpson help to explain in the video above.
More in Marketing
At S4 Capital’s Monks, agents can run autonomously, unsupervised for days
S4 Capital’s digital agency now budgets for tokens and talent from the same pot.
Dhar Mann’s $100M AWNY deal target for creators is already pledged (so he says)
The goal with Dhar Mann as AWNY’s chief creator officer is to make it easier to make connections that are often held up by corporate red tape and too many layers between creator and CMO.
Brian Monahan exits Albertsons Media Collective amid leadership shake-up
Former Dentsu executive Brian Monahan exits Albertsons Media Collective as retail media shifts under CMO Emily Turner.