ANA Releases the ‘Ultimate Playbook for Data Clean Rooms’

The Association of National Advertisers (ANA) today released the first edition of its ‘Ultimate Playbook for Data Clean Rooms.’ Created by ANA’s Data Excellence & Privacy Practice, the playbook provides marketers and data analysts the information necessary to either begin or expand their data collaboration journey using data clean rooms. This playbook aims to demystify data clean rooms to expand client-side marketers’ knowledge of effective, privacy-compliant approaches. It is the first of a series of learning vehicles the ANA is rolling out to support client-side marketers’ ability to leverage this important tool in their marketing efforts.

Clean rooms make it possible to unlock the power of combined data sources in a privacy-compliant manner, and the playbook shows that data clean rooms can benefit client-side marketers in several ways including:

• Improved marketing performance through analytics: Data clean rooms can help marketers improve ad performance, build customer profiles, and perform attribution.
• More robust privacy compliance: Data clean rooms can help marketers stay compliant with privacy regulations by keeping data anonymous and safe.
• Better reach and frequency measurement: Data clean rooms can help marketers avoid duplicate ad impressions and reduce ad fatigue by providing information on the frequency of ads served to specific customers.
• More complete customer journey picture: Data clean rooms can help marketers measure campaign effectiveness across channels by stitching together data from multiple sources.
• More efficient data collaboration: Data clean rooms can help marketers combine data sets from multiple sources into a single database.

“There are a surprising number of brand-side marketers who are not yet leveraging the many benefits that clean rooms have to offer,” said David Fogarty, senior vice president, ANA’s Data Excellence & Privacy Practice. “The combination of robust and accurate data sets essential for effective campaigns and a full picture of consumer behaviour, marketers can understand the value of clean rooms and how best to use them. This can be managed consistent with consumer privacy protocols. This playbook will help close the information gap surrounding clean rooms and how brands become more knowledgeable about this important resource.”

The ANA’s Ultimate Playbook for Data Clean Rooms encourages marketers to prioritise the identification of the right clean room partner, the assembly of a motivated team, and the application of strong project management principles to ensure success. The playbook notes that data clean rooms are only as effective as the quality of the data fed into them, as success depends on careful planning and execution.

In coming months, the ANA will be rolling out a compendium highlighting model use cases of marketers using data clean rooms. The ANA will also establish a data enablement lab where client-side marketers will be able to learn how to use clean rooms hands-on, working with synthetic data.