Media Agencies Embrace Data Clean Rooms for Ethical Data Handling

Media agencies are transforming data handling with Data Clean Rooms. The goal remains reaching the right audience, emphasizing explicit consent and ethics.

By Sunil Sonkar
2 Min Read
Media Agencies Embrace Data Clean Rooms for Ethical Consumer Data Handling

Media agencies are changing the way they handle consumer data with the use of Data Clean Rooms in media planning. The timeless mantra of reaching the right people, at the right place, at the right time, under suitable conditions, to evoke the right response remains steadfast. However, a crucial adjustment is now imperative – executing these principles with explicit consent and ethical considerations.


In the analog era, demographic cohorts sufficed for targeting, but the digital revolution demanded more precision. The HTTP code attached to consumer behavior provided this precision, but the current necessity for consent makes Data Clean Rooms indispensable. They help filter and responsibly share this information.

In the past, location-based targeting primarily focused on towns or cities. The digital world gives us more insights. But, as platforms protect location data, Data Clean Rooms are crucial to get this info responsibly and place it accurately.

The evolution of time-based targeting has transitioned from broad scheduling to individual-level tracking. Explicit consent is now required to address consumers individually.

Frequency capping, a critical aspect of media planning, faces challenges as HTTP codes deprecate, walled gardens become prevalent, and accurate frequency capping becomes difficult. Data Clean Rooms are needed to create virtual identities across platforms and avoid spending money on the same thing multiple times.

In the analog era, choosing a suitable environment for ads was simpler. In the digital age, the concern arises with the inappropriate adjacency of ads. Data Clean Rooms, by matching brand signals with publishers at a deterministic level, ensure quality inventory and accurate ad placement.

While outcomes in media planning have evolved from outputs to awareness and action, attributing the right outcomes to the right actions remains a challenge.

As media agencies adapt to the digital changes, using consumer data responsibly becomes a key focus.

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