Ad Industry Execs Launch the Clean Room Primer Group, a Consortium Focused on Data Clean Rooms and Helping Brands Prepare for a New Privacy Landscape The Clean Room Primer Group comprises representatives from Claravine, Habu, InfoSum, LiveRamp, Merkle, among other leading companies in digital marketing and advertising
New York, N.Y.
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October 14, 2022 08:00 AM Eastern Daylight Time
Data clean rooms are becoming a more important part of digital advertising – yet recent data from Habu found that more than half of the 266 marketing professionals surveyed have never used one. This is why leading advertising technology executives from Habu, InfoSum, LiveRamp, Claravine and Merkle among others have come together to form The Clean Room Primer Group. The group’s mission is to demystify data clean rooms and educate the marketing industry on their importance and uses in a privacy-safe marketing environment.
“A primary goal of the consortium is to educate brands, agencies and publishers on the role of data clean rooms for safe data collaboration,” said Matt Kilmartin, CEO, Habu Inc. “At Habu, we believe the Clean Room Primer Group is bringing together the right people to forge a successful path forward when it comes to responsible data usage in our industry.”
“Increase in data deprecation, growing privacy concerns, and changing privacy legislation make data clean rooms rooted in privacy protection imperative for marketing and measurement,” said Vihan Sharma, EVP of Global Revenue and MD of Europe, LiveRamp. “A safe and neutral platform for data collaboration will be a standardized part of every organization's digital transformation, and it’s more important than ever that we raise awareness and educate the industry on the benefits and significance of having a privacy-first, neutral environment for data collaboration.”
“We are at a pivotal point in the evolution of the data clean room where clearly defined standards are critical," said Brian Lesser, InfoSum Chairman and CEO. “There is so much to gain if we get this right in terms of performance, privacy, and sustainability. This Clean Room Primer is an integral first step in establishing consensus and eliminating confusion for our partners across the ecosystem.”
Other aspects of the group’s efforts include primary industry research, the development of a white paper and a 4-city roadshow across the United States throughout Q4 2022.
Its inaugural study surveyed 75 ad industry professionals in the United States from September 15 through October 12, 2022. More than eighty-seven percent of respondents indicated that data clean rooms will play a somewhat to very important role over the next 18 months and “customer need, industry training and clearer standards” are among the top factors that will encourage the use of data clean rooms in marketing and advertising.
“Education, awareness, and understanding are key parts of any transformation impacting an industry. Working with a wide range of companies on the concepts and implementations of data clean rooms for their marketing practices, I have seen a wide variety of successes and challenges,” said Rich Sobel, Founder and CEO at Marcato Solutions. “It has been valuable to partner with some of the leading practitioners on data clean rooms to bring greater knowledge to marketers and publishers. This will help them feel confident about data clean room technology and implementation best practices – which vary based on a specific company’s needs.”
The Clean Room Primer is publishing its initial piece of educational material, a co-authored white paper covering clean room taxonomy and definitions; use cases; and a look at the future. The intention is to guide marketers, agencies, and publishers to formulate and evaluate their plans for using data clean rooms and thereby enhance their odds for success. The white paper will be released during the group’s inaugural event at Advertising Week in New York City, taking place on October 18 at the New York Marriott Downtown.
Following this event, The Clean Room Primer will commence a Roadshow in major cities throughout Q4 2022 including Chicago, San Francisco and Los Angeles where leading practitioners such as Matt Kilmartin CEO Habu; Brian Lesser, CEO InfoSum, Veronica Luik Director Strategy & Marketing Intelligence, LiveRamp; Chris Comstock CPO Claravine; John Baronello VP Digital Transformation Cardinal Path (Merkle) will share real-world insights on why and how to use data clean rooms for marketing and advertising.
The Clean Room Primer Roadshow dates:
New York City on October 18 @ New York Marriott Downtown (9:00 - 11:00 AM ET)
Chicago on November 2 @ Chicago Marriott Magnificent Mile (4:00 - 7:00 PM CT)
San Francisco on November 10 @ The W San Francisco (4:00 - 7:00 PM PT)
Los Angeles on December 6 @ The Huntley Hotel Santa Monica (9:00 - 11:00 AM PT)
About The Clean Room Primer Group
The Clean Room Primer is an ad-hoc consortium of advertising industry executives with a shared mission of providing marketers, agencies, and publishers with a reliable and expert source on data clean rooms, their use and implementation best practices. Helping the industry prepare for a new privacy landscape. Inaugural participating companies include Habu, LiveRamp, InfoSum, Claravine, Kite Hill Public Relations, Marcato Solutions, The B2B Marketing Company, Neustar and Merkle. For more information, visit CleanRoomPrimer.com and follow on LinkedIn and Twitter.
About Habu
Habu is a data clean room software company that makes collaboration across decentralized data safe, simple, scalable, and smart. Our solution accelerates time-to-value, while surpassing the most exacting standards for privacy and security and provides end-to-end applications that drive the business outcomes that companies desire.
About LiveRamp
LiveRamp is the leading data enablement platform for the safe and effective use of data. Powered by core identity resolution capabilities and an unparalleled network, LiveRamp enables companies and their partners to better connect, control and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral infrastructure delivers end-to-end addressability for the world’s top brands, agencies and publishers. For more information, visit www.liveramp.com.
About Infosum
InfoSum is the world’s leading data collaboration platform and the only secure data clean room, empowering companies to deliver better customer experiences while prioritizing customer privacy. InfoSum enables safe connections between multiple parties to unlock the full potential of their customer data without risk of exposure or misuse. InfoSum not only prioritizes consumer privacy, but enhances it with patented, non-movement of data technology to create the most protected, most connected, and most accessible data collaboration network.
InfoSum was founded in 2016 with a vision to connect the world’s data without ever sharing it. The company has multiple patents, protecting its invention of the ‘non-movement of data.’ InfoSum has offices throughout the US, UK, Europe, and Australia. The company is poised for continued growth following a Series B investment in August 2021, and a rapidly expanding client base.
Read more at www.infosum.com.
Contact Details
Kite Hill PR
Maggie Stasko
