While on the one hand, it is becoming increasingly difficult to implement effective audience targeting strategies , on the other, the emergence of new digital formats and contexts and the consequent increase in investments require finding new solutions to increase campaign performance.
Advertisers and madtech operators are increasingly focusing their attention and basing their strategies on first-party customer data , but this is often not enough, especially in particularly competitive contexts.
The limited and scarce nature of such data remains, to date, the greatest challenge.
In such a context, a data collaboration strategy between partner companies and between companies and publishers becomes important and allows all the players involved to obtain great advantages while respecting the privacy of users.
Data Collaboration: Amplifying the Value of First-Party Data
IAB defines data collaboration as the use of technology to combine and analyze data sets within an organization or between partners to enable a wide range of applications and use cases, from enriching information itself to enabling more accurate measurement models. (“ Data Collaboration Platforms Explainer ” – IAB Australia)
data collaboration data first part
All of this translates, in simple terms, into the possibility of creating larger but at the same time highly relevant and pertinent audiences for more effective campaigns.
But let's go into more detail.
The study by the IAB Data Council Australia articulates the different benefits of using data collaboration strategies, based on the different actors that can come into play in a data collaboration project.
Advertisers
and adtech operators can leverage list of algeria consumer email data collaboration strategies to connect to their customer data or to use the same customer data as a starting audience to acquire new potential customers through audience extension strategies with look-a-like models.
Publisher
Publishers can maximize the value of first-party data by making their audiences available to advertisers and brands in a safe, secure and privacy- compliant environment .
Data Vendors
Data companies have the ability to assemble and make datasets available in marketplaces for monetization, leveraging data collaboration strategies for audience enrichment and expansion .
Data Clean Room: All the Potential of Technology
There are many technological solutions for data collaboration projects. IAB Australia itself reports several ranging from CDP , to DMP , to CMP.
Among the various solutions listed, we also find the Data Clean Rooms . Often defined as “the white rooms of data”, the Clean Rooms are safe and protected environments within which the actors involved in a data collaboration project can “share” their data .
The use of quotation marks for the term “share” in this case is mandatory: inside a data clean room, in fact, the data always remains the property of the company. Before being entered into this shared space, such data is anonymized using encryption keys inside data bunkers. The encryption keys provided remain valid only for the specific operation for which they are created.
