This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
Advertisers have been adopting data clean rooms, in part, as a means of equipping themselves for a future when they cannot rely on the third-party cookie for ad targeting. The problem is, clean room-based advertising at scale is a challenge at the moment.
“If I think about what’s required in the industry right now, there is not a scalable [real-time bidding] solution yet for utilizing [personally identifiable information] in a privacy-safe way,” said Therran Oliphant, svp and head of data and technology for North America at EssenceMediacom.
Enter IAB Tech Lab’s Open Private Join and Activation. The specification offers up a standardized process for matching an advertiser’s and a publisher’s first-party data sets — including in cases where they use different data clean room providers — and making the match results available for ad targeting while mitigating access to the underlying first-party data.
Sounds simple enough, right? Maybe. But the matching and activating process — or processes — is pretty complex, as the video below breaks down with help from Oliphant, Publicis Groupe’s Jess Simpson and Optable’s Bosko Milekic, one of OPJA’s authors.
More in Marketing
X boasts 8 billion daily video views as it pushes to become video-first
With the latest stats, X aims to make headway toward positioning itself as a video-first experience in the eyes of marketers.
Digiday+ Research deep dive: Marketers remain invested in programmatic, but agencies show less confidence than brands
Programmatic advertising remains a stalwart among marketers’ ad budgets, but that agencies’ confidence in the channel has been shaken in recent months.
Twitch is just another piece of the video content portfolio at Amazon’s upfront debut
Amazon’s romance with gamers is far from over, whether the company looks to reach them through Twitch or through original content. Tuesday’s upfront presentation was full of praise for Prime Video’s “Fallout” series, which Hopkins said has been watched by over 80 million viewers in the month since its release.