Data exchange (between brands and partners) has always been the basis for accurate and actionable measurement, which enables both sides to grow their businesses and give better experience to the end users. Up until now, however, this data exchange has been done based on user-level data only.
Data clean rooms are a solution that maintains the great value and customer experience currently enabled by cookies, identifiers, and other user-level data without the privacy concerns.
They allow brands, app developers, ad networks, and so on to collaborate, share data, and generate insights, all of which is essential to creating a great experience, while still preserving user privacy. Brands will be able to define their own business logic, compliance and data governance, to ensure that sensitive, user-level data is kept safe and private - exactly how it should be.