Data-driven marketing campaigns have long relied on scaled platforms like Google and Facebook for targeting a broad audience, combining this measurement with their own, highly relevant brand interaction data to optimize towards what works.
With coming changes to the data landscape, often referred to as the “cookieless future”, some of this data will be less accessible and more anonymized. Soon, brands must find privacy-safe ways to connect disparate data sources for campaign optimization. Data clean rooms are one option to consider.
What are data clean rooms?
Data clean rooms are privacy-safe databases that allow marketers to access user-level data for advanced, customized analytics and to develop audience-based insights. By 2023, Gartner estimates that 80% of advertisers with budgets of $1B or more will use data clean rooms. Kepler has augmented the Kepler Intelligence Platform’s (KIP) infrastructure so it can be the connective tissue between various data sources and our clients’ campaigns.
Why do they matter?
Fewer addressable users mean less data points mapping media to action. Fewer data points elongates rapid test and learn cycles, reducing brands’ ability to act quickly on insights. For one client, Kepler used Google’s data clean room, Ads Data Hub (ADH), to identify 8 times the trackable users available in the company’s standard log files. With the additional matched data, our tests reached statistical significance faster and the team acted on insights with greater confidence. For example, one ADH-supported test confirmed the value of awareness media by attributing increased conversions to new users brought into the funnel.
What to do next?
Third party cookies may soon be last year’s news, and brands must prepare now. Audit whether your business has the right data, technical infrastructure, and analytics capabilities to support your advertising strategies in 2021 and beyond. (Plug: we can help.)