What is a data clean room?

Trevor Testwuide, Expert in Business Strategy and Marketing Measurement

Published 07/12/2022

A Data Clean Room is a secure, protected environment where PII (Personally Identifiable Information) data is anonymized, processed and stored to be made available for measurement, or data transformations in a privacy-compliant way. The raw PII, is made available to the brand and is only viewable by the brand.

How does a Data Clean Room work?

All user-level first-party data loaded from CRM systems (including historical data) like Salesforce, or ecommerce platforms (such as Shopify, Magento, Epsilon). are loaded into this secure environment. Any other data sources including historical and current transaction data can also made available in the clean room environment for a variety of use cases.

The PII data sent to the clean room is hashed for transmission and once it enters the clean room it is secured and encrypted, protecting it from unauthorized access. Brands have full control over the clean room, while partners can get a feed with hashed PII data as an output. This anonymized data can then be shared in a compliant way with measurement partners like Measured or media/publisher platforms like Facebook and Google.

What’s the benefit of a Data Clean Room?

It is set up by a partner like Measured, but is handed over to the brand to use as a turnkey feature giving complete control of the environment to the brand.

What are some additional privacy features of a Data Clean Room?

A consent management system that captures first-party acceptance of cookies to be added to the environment which assists with adherence to CCPA/ CPRA /GDPR regulations. These consent signals are applied to data in the Clean Room, resulting in enriched data that can be used for measurement, or to pass back to media/publisher platforms.

All in all, the Data Clean Room is a trusted Turnkey Compliance solution that is easy to deploy and maintain within your secure environment for privacy compliance.

Data Clean Room


Use cases for a Data Clean Room:

  • Anonymizing user-level PII data that can be used for measurement
  • Automation for upload of offline data to publishers like Facebook for matchback processes
  • User-level analysis of customers including LTV reporting
  • Cohort level analysis.
  • Built-in privacy compliance support for regulations such as CCPA, CPRA and GDPR.

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