This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
Advertisers have been adopting data clean rooms, in part, as a means of equipping themselves for a future when they cannot rely on the third-party cookie for ad targeting. The problem is, clean room-based advertising at scale is a challenge at the moment.
“If I think about what’s required in the industry right now, there is not a scalable [real-time bidding] solution yet for utilizing [personally identifiable information] in a privacy-safe way,” said Therran Oliphant, svp and head of data and technology for North America at EssenceMediacom.
Enter IAB Tech Lab’s Open Private Join and Activation. The specification offers up a standardized process for matching an advertiser’s and a publisher’s first-party data sets — including in cases where they use different data clean room providers — and making the match results available for ad targeting while mitigating access to the underlying first-party data.
Sounds simple enough, right? Maybe. But the matching and activating process — or processes — is pretty complex, as the video below breaks down with help from Oliphant, Publicis Groupe’s Jess Simpson and Optable’s Bosko Milekic, one of OPJA’s authors.
More in Marketing
Digiday+ Research: Amazon gets an even stronger hold over retail media
It looks like Amazon’s stronghold on retail media is getting stronger, not weaker, even as players like Walmart and Target get further into the retail media space and more retailers enter it.
Marketers are calmer about TikTok’s future in the U.S. — even as its ads team thins out
As the April 5 deadline looms, the panic has curiously subsided.
Marketing Briefing: Marketers push for more flexible retail media deals amidst economic uncertainty
As if the retail media boom isn’t under enough scrutiny, new tariffs and talk of economic recession have sparked more questions about the negotiation process.