Secure data collaboration shouldn’t be complicated. This is why we’re introducing Media Clean Rooms for privacy-conscious publishers and brands. It runs on the same advanced privacy-enhancing technologies as our existing Data Clean Room platform, but for the first time, marketers can use the platform to build audiences and activate high-value segments — without support from data scientists or developers.
Discover and activate first-party audiences
With brands, publishers and retailers alike feeling the crunch of third-party cookie deprecation, we saw the need to build a simpler solution to tap into the value of first-party audiences — without compromising on data security, flexibility or control.
In Decentriq Media Clean Rooms, two parties can join their datasets, get rich audience insights and discover high-value audiences for ad targeting purposes. They can do this without a single line of code, and without needing additional consent from audiences. Here’s how it works:
How Decentriq Media Clean Rooms work
Publishers configure the Media Clean Room they will share with a brand, controlling what level of visibility the brand user has to their audience data. Brands or their agencies can also set guardrails around use of their own first-party data.
Brand and publisher import their audiences, define matching identifiers and segmentation. Decentriq encrypts and uploads the datasets.
The Media Clean Room combines the two datasets to identify overlap between the advertiser and publisher’s audiences. Data remains encrypted and secure while calculations are running. Both parties receive anonymized insights about the overlapping segments, and brands can choose which audience to target with ads.
Brands can also create consent-less lookalikes based on source audiences from the overlap segment. Machine learning models identify segments of users within the publisher’s audience that have high potential value. No individual user information is revealed. Level of precision defines how tightly the lookalikes fit and how much reach is possible. The advertiser can activate the overlap segments or consent-less lookalikes from the Decentriq Media Clean Room.
What makes Decentriq Media Clean Rooms different?
Up until now, Data Clean Room (DCR) users had to make tradeoffs between:
- DCRs where a trusted party, either a publisher or the data clean room provider itself, has control over all the data. This requires the other party to trust them and their promise to keep the data private and secure.
- DCRs with limited or rigid identity matching capabilities, limiting audience reach, and risking privacy exposure in the segments it produces
- DCRs that are based on complex cryptography methods that require a team of encryption experts to work with and offer little analytical flexibility
You can read more about how DCRs diverge in our white paper, but here are the top 5 ways our new Media Clean Rooms help brands and publishers get more value out of their first-party data, without compromising on privacy, usability or flexibility:
1. Data privacy as a verifiable guarantee
Most data clean rooms (DCRs) can’t guarantee that personal data is completely inaccessible at all times. This is why brands and publishers usually have to rely on purely contractual data privacy agreements with the DCR provider. With Decentriq Media Clean Rooms, data privacy is not just a promise. It’s verifiable with Confidential Computing. Data is never exposed at any point in time to any party — and the computation logs can prove it. No trust in Decentriq or the cloud provider is needed, and each party maintains full control over their data at all times. Decentriq works in close cooperation with Microsoft Azure Confidential Computing, running trusted execution environments on their infrastructure in Switzerland. Find out more about our approach to trust.
2. Integrates with any DSP, SSP, DMP or CDP
Our Media Clean Rooms give brands and publishers full ad tech stack flexibility. Decentriq’s APIs make it easy to integrate a Media Clean Room with the user’s DSP, SSP, DMP or CDP of choice, so they can tap into the value of their data faster.
3. Identity matching across any identifier
As long as there’s at least one matching identifier of any kind in the two datasets, the Media Clean Room can identify the overlap and run its advanced calculations to find and target new high-value segments in the publisher’s audience.
4. Consent-less while maintaining privacy
Decentriq’s privacy-enhancing technologies make it impossible from a technical standpoint for personal data to be disclosed. This fact, combined with the Media Clean Room’s default setting of outputting only aggregated insights, means full user privacy is protected at all times, and brands can build and activate first-party segments without needing additional consent from their customers. With appropriate consent, the Media Clean Room can also be configured to provide precision retargeting.
5. 5-minute setup, no code needed to use
Decentriq Media Clean Rooms are built for publishers and brands to use without the support of a data science team. Setup takes only 5 minutes, and business users can manage the platform, see insights and activate audiences immediately in a no-code SaaS interface.
First-party data strategies for advertising and beyond
Decentriq Media Clean Rooms give publishers and retail media networks an immediate, actionable strategy for securing themselves and their inventory against a cookieless future. Together with their advertising and brand partners, they’re able to create new high-value audience segments and better monetize their inventory in the first-party era.
While the advertising world is facing one of the most pressing data challenges, many industries have value waiting to be unlocked in their data. Media Clean Rooms are just the start of our efforts to simplify secure data collaboration. Get in touch with us to see Media Clean Rooms in action or learn more about how our DCRs can help you get more value out of your data while protecting privacy. There’s more to come!