Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
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
Future of Marketing Briefing: The tells and flops that will define Omnicom-IPG mega holdco
The real story will sit in how this newly fused entity behaves — whether it breaks from the patterns that defined both parents or simply scales them.
In Graphic Detail: CMOs at a crossroads of power and proof
CMOs are closing out another year defined by churn and shifting ground.
As Black Friday nears, fake apologies from brands are all over Instagram
Brands have taken to social media in advance of Bliack Friday to ask followers for forgiveness. The catch: They’re apologizing for their products being too good.