Data clean rooms are seen by many as one of the cornerstones of the post-cookie digital advertising ecosystem. But their place in the CTV world is less well understood.

In this piece James Prudhomme, chief revenue officer at Optable, a provider of clean room technology, outlines how he believes clean rooms can solve issues around measurement and targeting in CTV environments.

By now, most of those involved in digital media know something about data clean rooms. They probably identify them with the walled gardens of the big tech players – places where Google or Facebook share aggregated, anonymised data for marketers to analyse.

They may also know that data clean rooms are rapidly gaining currency in the open internet as a means for brands and publishers to collaborate on data projects in a similarly privacy-compliant context.

These are, of course, valid and extremely important use cases. There are many reasons to be excited about the possible applications of data clean rooms in a post-cookie world, as brands collaborate with publishers, retailers and other data-rich entities to build better insights than even cookies allowed – and, this time, with fully opted-in data.

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