#data-clean-rooms

#data-clean-rooms

The relatively new technology was one that everybody in data-driven marketing would need to know. Fast-forward to the end of 2025, and maybe advertisers don't need to know what a data clean room is at all, like how drivers don't really need to understand how an engine works to operate a car. Instead, perhaps, data clean room tech has simply become part of the anonymous background that is how things work.

Retail media is dead - long live commerce media. The old "basket-based" definition is giving way to a vision where every screen, stream and channel can drive shoppable moments. Intuit is watching closely. QuickBooks is already a hub for millions of SMBs - and while no product exists yet, the logic of commerce media being extended to small business software is tantalizing. United Airlines wants to turn seatbacks into storefronts. Screens at 30,000ft are being reimagined as connected commerce opportunities.

A data clean room is a secure environment where two or more parties can bring their data together to run analysis without actually revealing any sensitive or raw data to each other.