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
‘There’s nothing wrong with being a heritage brand’: How Revlon is updating its image by looking to the past
Revlon named musician and actress Teyana Taylor and country music star Megan Moroney as the faces of its “Revlon Be Unforgettable” campaign.
Inside agency OK Future’s AI ‘pressure cooker’ experiment with Goodwipes
OK Future cut Goodwipes’ AI spoof from six weeks to four days, exposing big savings and burnout risks.
From influencers to AI, here’s what Gen Alpha thinks about your brand
The Gen Alpha cohort now influences nearly half of total U.S. household spending in families with children ages 8-14.