The advertising industry is hungry for standardization within a landscape made complex by fragmentation, increasing privacy expectations, and growing demands for actionable insights. To go deeper than aggregate campaign analytics, businesses need access to user-level insights while avoiding added legal, technical, and governance roadblocks.

Data clean rooms, designed with controls for privacy protections and secure analytics, are creating new paths to standardization that allow brands, publishers, and retailers to finally unlock granular insights with speed, scale, and flexibility.

Standardize responsible data collaboration to overcome common friction points

While data is the ultimate asset to drive innovation, modern utilization must avoid raw data transfers, eliminate duplications, and enable meaningful analytics that honor privacy and regulatory requirements.

There are challenges to making this happen with speed and at scale. Compliance teams require clear frameworks for data use cases. The advanced technologies that can safely extract insights from data not only use significant data science resources, but often result in lengthy translations between engineers and legal. Data partnerships have also struggled to move quickly when customizations use up robust resources.

Adding standardized templates to a tech stack creates an “easy button” to address each of these hurdles. They offer simplified terms and conditions for legal teams, streamline common use cases like reach, frequency, and attribution, and ensure analytics deliver immediate value—all without sacrificing flexibility or privacy.

Simplify and accelerate partnership value with quick-start insights

Thanks to their privacy-optimized infrastructure, data clean rooms are making this “nirvana state” possible today. As one example, LiveRamp recently launched Quick Start Insights for Media Intelligence, which offers ready-to-go templates for media planning and campaign optimization. By allowing brands and publishers to quickly access and deploy performance metrics through responsible collaboration, these standardized frameworks unlock immediate value while reducing paperwork, expediting IT approvals, and eliminating technical resource constraints.

This means advertisers can run a single clean room query across multiple publishers to harmonize a key insight, such as audience overlap or last-touch attribution, immediately after standing up their partnerships, and without waiting on data scientists to build customized queries. Publishers are able to quickly integrate new partners, grow revenue opportunities, and maintain control over their data.

For a brand seeking to accurately measure omnichannel campaigns across 20 media platforms, or a publisher looking to deliver more ROI to its top 1,000 advertisers, using a clean room with standardized insights significantly increases ease, speed, and scale for both parties.

The ecosystem has an opportunity to make a pivotal shift in the value it extracts from partnerships. By embracing standardization frameworks made possible by clean rooms, insights will only lead to more insights, driving iterative decision-making that is informed, fast, and effective.

—Matt Karasick, Vice President, Product, LiveRamp