Data clean room companies, which help publishers securely match their audience’s first-party data with that of marketers, are aiming to capture more market share as the ad industry seeks more privacy-focused ways of targeting.
Partly, this will come from offering more interoperability between players, as shown by the recent announcement from data clean room tech companies Optable and Snowflake. Now, a brand that has their data within Snowflake can match with the Optable customer without having their data leave Snowflake’s infrastructure, rather than only matching with audience data within Snowflake.
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