Lock in a year of Digiday+ for 35% less. Ends May 29.
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
OpenAI gives ChatGPT ads a visual upgrade
OpenAI is building on its single ad format to include some new iterations that give advertisers more optionality over their appearances.
‘Trust becomes the product’: Marketers grapple with Google’s new suite of AI-powered ad agents
First comes innovation, then comes transparency. At least that seems to be Google’s approach as the tech behemoth enters its agentic era. At Google Marketing Live (GML) yesterday, Google announced a new souped up suite of agentic ad tools backed by its LLM, Gemini. Google plans to roll out more ads in AI Mode in […]
Who owns agentic workflows? Agencies struggle to govern new tools as marketing budgets surge
Deciding how AI is used, vetting tools, shaping best practices and how staff are incentivized to use AI tools are still up for debate internally at agencies.