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
Hyve Group buys the Possible conference, and will add a meeting element to it in the future
Hyve Group, which owns such events as ShopTalk and FinTech Meetup, has agreed to purchase Beyond Ordinary Events, the organizing body behind Possible.
Agencies and marketers point to TikTok in the running to win ‘first real social Olympics’
The video platform is a crucial part of paid social plans this summer, say advertisers and agency execs.
Where Kamala Harris and Donald Trump stand on big tech issues
The next U.S. president is going to have a tough job of reining in social media companies’ dominance and power enough to satisfy lawmakers and users, while still encouraging free speech, privacy and innovation.