SAN JUAN, PR — One of the hottest ad-tech trends already of 2023 could be so transformative, it could simultaneously help brands make innovative use of data combinations whilst also enforcing privacy consciousness.
That is according to David Eisenberg, Chief Strategy Officer, LiveRamp.
In this video interview with Beet.TV, Eisenberg says “clean room” environments are “a massive solution for the future”.
Clean room technology allows media buyers and sellers to match their consumer data without directly sharing it with each other – something which could breach the growing number of privacy laws.
Eisenberg describes them as “a really incredible advancement”.
“(They) live up to the expectation of protecting data, making sure that data isn’t leaked, but actually we can get the utility out of it to make experiences better for the consumer,” he says.
“(Clean rooms) allow them to kind of collaborate really effectively with brands, which is what I think everyone has been looking for.”
At CES, Pinterest announcedit would …