To work the way they should, data clean rooms need to bring a fluid, real-time, embeddable infrastructure to data collaboration. And at the heart of such an offering, there needs to be an API that allows any client to deploy the data clean room approach across any inventory, any type of audience data and any third-party cloud provider.

In this way, any third-party application or platform should be able to benefit from a data clean room by embedding its API for secure, privacy-preserving data collaboration. 

This in turn enables a complete digital media workflow via API, and taking Optable’s service as an example, it looks like this: 

1. Collecting data at the edge. The API is wrapped in our SDKs for iOS, Android and web to enable this, but it can be done for virtually any other platform.
2. Creating audiences from data onboarded in the platform, whether it’s from traits or available identifiers.
3. Enriching a device graph by feeding identifier associations and user attributes.
4. Creating a data clean room and inviting a partner to match with an audience.
5. Executing a match with the partner by using our open-source matching library and command-line utility that implements various PSI protocols. 
6. Ultimately, all of this is done in order to enable analytics and straight-line activation. Both of these functions are available via API as well. 

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One of the best applications of a data clean room API is in combination with a customer data platform (CDP). An API can be used to properly leverage audience data housed in a CDP, making this data actionable for activation and measurement with third parties. 

Another good example involves walled garden data and inventory. Whether it’s for CTV, audio or traditional web formats, an API can be used to effectively drive advertiser performance anchored in real customer data. 

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Ultimately, the API is here to make it easy to leverage the data clean room approach in any third party platform or application. 

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