How it works
Each party uploads its data, often with identifiers like emails hashed. The clean room matches records and only returns aggregated results, such as how many people saw an ad and later bought, never a list of individuals.
Common uses
Measuring which ad exposures led to sales, finding overlap between a brand's customers and a publisher's audience, and building audiences for campaigns without sharing customer lists directly.
Who it suits
Clean rooms are mostly used by larger advertisers, retailers and media companies with substantial first-party data and analytics skills. Smaller businesses usually benefit more from solid first-party tracking first.
Why Data Clean Room matters
As third-party tracking weakens and privacy rules tighten, clean rooms give companies a way to measure and target advertising using their own data, with privacy protections built in.
Connecting ads to store sales
A packaged food brand advertised on a grocery retailer's website but couldn't see in-store results. Using the retailer's clean room, it learned how many exposed shoppers later bought its products, without either side sharing customer lists.
Common mistakes
Starting without clean data
A clean room is only as good as what goes in. Get your own customer data organized first.
Expecting user-level detail
Clean rooms return aggregated results by design. Plan questions that work at that level.
No clear question
Decide what you want to measure before investing. Clean rooms are costly to set up and run.
Where we work on this