For years, brands have been using third-party cookies to target ads to the right audiences. But, with the deprecation of cookies in web browsers owing to stringent privacy laws and regulations, brands and marketers began to look for new ways to collect their own data and use it for advertising.
To conduct targeted ad campaigns, brands are focusing more on creating first-party data sets instead of relying on third-party cookies.
On the other hand, clean rooms have become popular in online advertising as the industry seeks techniques to exchange data without revealing customer information or leaking that information into unprotected internet ad auctions.
In light of this, Google recently rolled out its clean room collaboration. It is apparent that Google is gradually allowing more clean room providers, such as InfoSum, Habu, and LiveRamp, to offer services to publishers and advertisers who do business in online ads via Google's Display and Video 360 demand-side platforms. And, just last week, Google also made a core data product known as PAIR accessible through those partners.
PAIR is an innovative way for marketers to pair up audiences for targeted ads while maintaining customer data using clean room technology from Habu, InfoSum, and LiveRamp.
Google has been making clean room functions available to more third parties that are using PAIR since October, and the clean room partners have all stated that the tool is now generally available. Google's work with clean rooms is seen as a step towards greater transparency in its highly restricted ad platform, allowing publishers and marketers to engage with their own data sets and marketing partners.