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
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.