Bosko Milekic, co-founder of Optable, joins Dr. Paul Farrow and Alex Cone on the Key Values podcast to discuss new data collaboration tools everyone is calling clean rooms. What's all the fuss about?

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The erosion of third-party cookies and the fragmentation of identity have compelled publishers to invest in reviewing and rebuilding their first-party data strategies. As a result, there is now a tremendous amount of quality first-party data that can be safely surfaced to brands.

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Gartner recently predicted that by 2023, 80% of advertisers with media budgets of $1 billion+ will be using data clean rooms. Inevitably, there’s excitement around these platforms, but also misconceptions. So let’s address three myths I often hear, and set the record straight.

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As brands and advertisers navigate ongoing signal loss and bolster their own first party data efforts, the questions coming up aren’t solely about collecting, safeguarding or even using the data to inform advertising activities.

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Any significant new technology goes through the same cycle – the early hype, the initial misconceptions, the debates around readiness and maturity, the all-important question of timing. But while some new technologies attempt to give us something we didn’t realise we wanted, with the aim of slicing into a market that was jogging along fine without them, others have the advantage of answering a pressing need.

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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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To read the remainder of this article please visit the Videoweek website.

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.

To read the remainder of this article please visit videoweek.com.

As Optable enters the European market, tell us more about who you are.

Vlad Stesin: Before setting up Optable, I was a co-founder of the Canadian DSP AdGear, which Samsung acquired in 2016. When we founded Optable in 2020, twodisruptive developmentsin the advertising industry shaped our thinking. Firstly, the increasing prominence of privacy features being integrated into web browsers, devices and platforms at a time when the building blocks of digital advertising – third-party cookies and device identifiers – were being dismantled. Secondly, the impact that data protection legislation was having on advertising globally.

What was clear was that advertising needed a new solution to allow data to be connected in a privacy-centric way so publishers, agencies and advertisers could still benefit from data-driven advertising in the future.  

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To read the remainder of this interview with Vlad Stesin and James Prudhomme please visit New Digital Age.

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As marketers and publishers discuss their responsibilities concerning consumer data, they must avoid interchangeably using the terms ‘privacy’ and ‘security.’ Bosko Milekic, Chief Privacy Officer and Co-founder of Optable, sheds light on the need to differentiate between security and privacy and how organizations can better protect their data.

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