At the end of 2022, the use of Data Clean Rooms only concerns companies at the forefront of technology. However, the use of Data Clean Room should be democratized next year, before it becomes dominant in 2024. This is announced by Dominique Latourelle, associate director at iProspect.
A strategic investment in Google, Amazon Meta and LiveRamp
It is based on the strategic shift around these Data platforms at Google, Meta, Amazon or LiveRamp. He spoke on 1er December at the very interesting Digital Alliance forum, which brings together the digital advertising ecosystem.
What is the point of a Data Clean Room? It delivers the precise measurement of advertising campaigns in a specific environment and gives access to otherwise inaccessible data. The Signify lighting brand from Philips and the Rowenta range from the Seb group have recently experimented with this.
How does this work ? ” The Data Clean Room is an analytical work environment in which we will compare databases summarizes Dominique Latourelle. In order to work in depth on media or non-media data, it is necessary to have a key ensuring the join between all these data. ” It may be personal information. i.e. an email address, an ID address, a postal address or a telephone number » lists the manager.
Be more effective in using the media for advertising
The goal is to improve the effectiveness of using the media for advertising. On output, we will only have aggregated data and the work environment is hosted in the Cloud. In order to manipulate data, the work environment requires knowledge of the SQL database query language. And it’s even better if you know a little about the Python programming language.
The advertiser accesses otherwise inaccessible data. ” Ads Data Hub or ADH is Google’s Data Clean Room and the only environment where a Google ‘user ID’ can be queried. Similarly, at AMC [Amazon Marketing Cloud] we can compare databases in an unprecedented way from platform products, DSP Server to the Retail Media part » describes Dominique Latourelle, These operations cannot be carried out using the usual Google Campaign Manager or Amazon Ads tools.
There are two types of Data Clean Room. There are Data Clean Rooms developed by Google, Amazon or Facebook. They will allow you to have a very precise view of what is happening within an advertising campaign within a single environment. This allows access to proprietary data.
An independent Data Clean Room allows data to be shared between two partners
And there are the independent Data Clean rooms which are used to create a tailor-made environment, in order to allow two partners to share their data. ” This is the case of Liveramp, which allows a distributor to share and measure the impact of an advertising campaign on in-store purchases. intervenes Theo Blou, Director of Data Science Solutions at Jellyfish, speaking at the same round table.
The development of technologies depends on one actor to another. The initiatives are all moving in the same direction. ” We are starting to see synergies in the use cases between these Data Clean Rooms he adds. There is a form of opening of the Data Clean Room to third parties. The American Liveramp platform has been interfacing since mid-2022 with Google’s Ads Data Hub (ADH). As for AWS (Amazon Web Service), it has announced that it will make its Data Clean Room technology accessible to other players.
This form of openness is expected by advertisers. They want to be able to dump their proprietary data, in particular ‘offline’ data, data from points of sale, in the best possible way with a good rate of reconciliation with the data present in the Data Clean Room. This is a real challenge for advertisers who do a good part of their business in-store. This information is necessary to make the right decisions when deciding on advertising budgets.
Jellyfish has integrated Google’s Data Clean Room with Liveramp
Jellyfish has integrated Google’s Data Clean Room with Liveramp’s consumer identification platform. This allowed him to measure the impact of an advertising campaign on a retailer’s sales. ” We can use the data to carry out numerous analyses, understand the impact of a certain strategy on online sales compared to offline sales and make the right decisions. This integration allows a better view of campaign returns, a fairer view » welcomes Theo Blou.
He got into the marketing ‘assets’, that is to say the strategy, the audiences and the creations. ” We realized that some audiences were much more reactive to certain messages to come and perform actions in store. This allowed us to increase the investments on these strategies since it was the main objective of the client, something that was not possible until then. he declares. The direct integration between Google’s Data Clean Room and LiveRamp also helps to ensure the security of advertiser data that is dumped within Google ADH.
A Data Clean Room brings precision to the measurement of advertising campaigns, but can we trust these environments, which are judge and jury? ” There is a notion of trust to have now. But there is a trend of openness to third-party integrations. It’s already clear at Google, at Amazon it will come in 2023 Wants to reassure Dominique Latourelle.
The Data Clean Room cannot be the only answer to the disappearance of third-party cookies
Beyond the control of the Data Clean Room itself, the challenge is to know if it is sufficient to compensate for the disappearance of third-party cookies when measuring the impact of advertising campaigns. The Data Clean room cannot be the only answer to the disappearance of third-party cookies, because it is limited to an environment. ” We will have different measurement methods to answer different questions confirms Theo Blou.
The Data Clean Room answers very specific questions to make daily or weekly decisions in the management of advertising campaigns, within a single environment, Google, Amazon or Meta. ” To have a cross-platform vision, we will have to change this deterministic approach to work on modeling warns Theo Blou. It is necessary to be able to identify what is the contribution of each advertising platform on its business and then to be able to arbitrate the budgets.
” These studies, these answers will be provided by ‘media mix modelling’. These studies can be verified by incremental tests, for example Geo Experiments or other existing protocols. he advises. ” We may certainly have less granularity in the information that we are going to retrieve, but we will have much more reliability, and robust results. he said. ” And behind, the teams that operate the advertising campaigns will be able to use these Data Clean Room to make decisions that will be supplemented with other protocols. [de mesure] » he proposes.
All the people who will use the Data Clean Room must be on board
What are his tips for making the best use of a Data Clean Room? ” work must be prioritized. There are many use cases with Data Clean Rooms. You have to answer the questions: where are my investments and what are my main challenges? he replies.
Then, you have to get the stakeholders on board. ” It is necessary to evangelize and train the people who will use the results of the Data Clean Room. We have to make sure that everyone understands how it works, in any case that everyone understands where we want to go ” he asks. The last step is to automate, to build skills with the different teams with feedback and iterations, he concludes.
Key information on this subject
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Data Clean Room instructions for managing advertising campaigns
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