A data clean room is a secure environment that allows two or more parties to analyze combined datasets without exposing personally identifiable information (PII). Each party maintains control over their data, and strict privacy rules ensure that only aggregated or anonymized insights can be shared. This makes it possible to collaborate on data for measurement, attribution, and audience analysis while staying compliant with privacy regulations like GDPR and CCPA.

How Are Data Clean Rooms Used in Marketing?

Marketers use data clean rooms to combine first-party data with trusted partners—such as publishers, retailers, or platforms—to better understand campaign performance and build custom audience segments. They help solve challenges around signal loss and data deprecation, enabling brands to track conversions, refine targeting, and improve return on ad spend (ROAS) without compromising data privacy.