Data Clean Rooms are Now Essential for Audience Insights, Measurement, and Data Activation According to IAB State of Data Report

The continuing wave of inconsistent state level privacy legislation, coupled with increased signal loss, has set the stage for data clean rooms (DCRs) to become an indispensable privacy-preserving technology. However, the significant investments in talent, technology, and data setup required to implement DCRs create significant challenges for smaller agencies, brands, and publishers. These are among the conclusions from IAB’s annual State of Data report from the Measurement, Addressability & Data Center, titled “State of Data 2023: Data Clean Rooms & the Democratization of Data in the Privacy-Centric Ecosystem.” The report, conducted on IAB’s behalf by Ipsos, features insights gleaned from over 200 completed surveys and 20 in-depth interviews among data decision-makers at brands, agencies, and publishers/retailers about how privacy-preserving technologies are being managed and activated.