As the data and measurement landscape changes, one of the most common questions we hear from clients is: “How can brands measure ad performance once cookies disappear?” Data Clean Rooms (DCRs) are one potential answer. DCRs are privacy-safe databases that allow marketers to connect anonymized, user-level data from disparate marketing sources so they can conduct advanced, audience-based analytics.
By 2023, Gartner estimates that 80% of advertisers with budgets of $1B or more will use DCRs. But your brand doesn’t need to spend $1B to access a data clean room. Google’s clean room solution, Ads Data Hub (ADH), just became the first DCR accredited by the Media Rating Council, the industry’s primary non-profit accreditor for measurement solutions. As Google has begun to limit third-party tracking, they have simultaneously partnered with leading measurement and brand suitability partners such as Comscore, DoubleVerify, Kantar, and IAS to provide an alternative source for data that will not be available once third party cookies go away.
Any marketer using Google’s ad server, Campaign Manager, can implement ADH to provide greater depth of insight and measurement for not only Google media, but any ads tracked in Campaign Manager. Although ADH is widely available, proper implementation typically requires technical sophistical and Google support.
Amazon has also announced their own DCR offering, Amazon Marketing Cloud, and Facebook’s is in the development phase, working with select clients at the outset.
How DCRs work
Data clean rooms are very complex, and it’s easy to get lost in cookies, user IDs, and acronyms. Essentially, DCRs allow brands to see how performance data maps to users without actually seeing information about individual users. With access to anonymized, aggregated, user-level data, brands can better quantify media performance and make more informed optimizations. For example, a brand using a DCR could see that 30% of their sales came from display ads targeting new moms, but not which purchases tracked to specific users receiving specific ads. For a more in-depth explanation, see the ADH summary from our colleagues at Infectious Media.
DCRs in Action
Kepler has integrated ADH into KIP (Kepler Intelligence Platform), allowing us to connect participating clients’ data sources and campaigns using this new methodology while third party cookies are still in play.
One client used KIP’s ADH connection to identify 8X more users vs. standard log files. This shortened their test-and-learn cycle and turned a previously ambiguous data set into clear proof that awareness media drove sales and should be kept on the plan.
As clients plan for the cookieless future, many are using data clean rooms to create early baselines that can connect legacy data and measurement practices to the future state.