Driven by the death of the third-party cookie and its debilitating impact on the digital advertising industry, data clean rooms are growing in popularity among brands and publishers alike. To meet this demand, BlueConic is proud to announce its own comprehensive data clean room solution, making it the first customer data platform (CDP) to do so. The move will enable its customer base of over 300 companies worldwide to facilitate second-party data sharing in a privacy-safe environment.
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“With more than two-thirds of all countries putting consumer privacy legislation in place, there is an undeniable move away from reliance on third-party data and specifically toward first-party data”
The solution provides brands and publishers with a privacy-compliant way to combat the effects of Apple and Google’s decisions to deprecate the use of third-party cookies in their respective web browsers, Safari and Chrome. Without such a solution, marketers will lose the ability to measure the impact of digital advertising spend once and for all.
Industry analysts agree that BlueConic is uniquely poised to offer such a solution. Unlike other data clean rooms on the market, BlueConic’s solution will:
- Insulate companies from the risk of inadvertently sharing personally identifiable information (PII) data with second parties
- Enable pseudonymized second-party data sharing without requiring additional IT resources to maintain and add trusted partners over time
- Connect to the same unified, consented first-party dataset a company uses for other growth-focused business processes, including customer segmentation, marketing orchestration, and analytics
“With more than two-thirds of all countries putting consumer privacy legislation in place, there is an undeniable move away from reliance on third-party data and specifically toward first-party data,” said Bart Heilbron, CEO and co-founder of BlueConic.
“Companies in virtually every industry are undergoing a transformation to establish mutual, value exchange-based relationships with customers as the driver of their growth. But they also need to build trusted partnerships with other businesses, such as between CPG and retailers, to create privacy-compliant data co-ops for advertising measurement purposes. Our data clean room solution will ensure our customers can continue to make use of and build upon their valuable, consented first-party data.”
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