What is Data Clean Rooms?
A data clean room is a secure environment where two or more organizations can combine and analyze data for agreed purposes, such as measuring advertising, without exposing the underlying records to each other.
Why does Data Clean Rooms matter for marketers?
As identifiers become harder to use, advertisers and publishers still want to measure and target together. Clean rooms let them do that with controls on who can see what.
Where does Data Clean Rooms stand today?
The industry body IAB Tech Lab published a data clean room standards portfolio for public comment on February 16, 2023, with guidance and recommended practices and an Open Private Join and Activation (OPJA) specification, because each vendor had its own way of sharing data. In May 2026 Publicis said it would acquire LiveRamp, citing collaborative clean rooms.
Common use cases
- Measuring advertising results with a partner's data
- Building audiences from overlapping customers
- Collaborating on data between brands and publishers
IAB Tech Lab’s standards were developed because multiple vendors each operate with their own data-sharing mechanisms, forcing organizations to adapt to each technology separately. The portfolio had three parts: guidance and recommended practices, the OPJA specification and a primer with definitions, concepts and a roadmap. The public comment period ran for 60 days to April 17, 2023.
Who sells them
Vendors in this space include specialist companies and data platforms. LiveRamp lists clean-room technology among its products, and Snowflake offers a marketplace for sharing datasets. The Publicis announcement said it would combine LiveRamp’s collaborative clean rooms with the identity capabilities of its Epsilon business.