As part of our program, CIMM commissions papers, think pieces and perspectives from industry analysts, experts and thought leaders – to provide insights and occasionally provocative perspectives on critical issues of interest to our Coalition of members.
The studies always involve original research, but unlike our larger studies, are not peer reviewed and do not generally involve a Project Steering Group. The views, thoughts, and opinions expressed in these papers belong solely to the authors, and not necessarily to CIMM, the author’s employer, organization, research interviewees and participants, or to any other group or individual.
The practice of data collaboration in the world of TV and video advertising is evolving in the face of changes to consumer privacy laws, regulations, and accepted norms. Today, the industry is investing heavily to transition to a new way of managing and supporting data collaboration to set itself up for a more sustainable future, with leaders across the advertising ecosystem asking themselves:
Data clean rooms – as a model of data mining, matching, collaboration, activation and more – are being cast in industry conversation as the central component of a new architecture for the TV industry, answering this question and creating a new foundation for innovation and growth.
However, to deliver on this promise, the industry needs to take steps to address a range of important challenges across technology, data & identity, fragmented data matching and business considerations.
This Industry Think Piece by Joanna O’Connell was executed with five core goals in mind, through the lens of the TV and video advertising ecosystem:
- Assess the current market situation
- Understand the use cases and problems clean rooms do & don’t solve
- Develop a robust future vision of the potential of the new data collaboration ecosystem and how it can support key commercial activities and deliver value
- Identify gaps, barriers and obstacles to realizing this future
- Lay out practical steps and priorities that buyers, sellers and providers can take collectively and collaboratively to unlock the full potential of this new infrastructure
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