Clean rooms have moved from buzzword to bottom line

Clean rooms are growing up. The former buzzword du jour of ad tech has matured, no longer just a shiny, new privacy tool, but something that can potentially help brands boost sales, advertisers told Marketing Brew.

Two years ago, clients led with questions about data privacy. Today, they’re asking about how the tech can impact the bottom line, Drew Paquette, VP of product at clean-room tech company Optable, explained.

“We trust that your team and your technology is capable of doing and delivering upon what it needs to in terms of privacy protection. But let’s move past that and talk about dollars and cents. How does it help me day to day?” he said, referencing questions he gets from clients.

Privacy, please

Though there are some nuances, data clean rooms essentially let advertisers, publishers, and platforms share their first-party customer data in a privacy-safe way. Earlier this year, an IAB study found that two-thirds of advertisers “leveraging privacy-preserving technology” were using them.

Google and Amazon operate their own clean rooms, as do publishers such as Disney and NBCUniversal. As retail media continues to grow, retailers like Kroger and Walgreens also have clean-room offerings, while software companies like InfoSum and Habu offer the tech as well.

Over the past few years, clean rooms have become a solution to help address privacy legislation in Europe and in the US, not to mention the impending loss of the third-party cookie.

Plus, the tech has benefited from an acknowledgement that, well, it seems as though everything is an advertising network, whether it’s Instacart, Kroger, or Marriott, Lauren Wetzel, COO of InfoSum, explained. “It’s gone from a curiosity to a more fundamental understanding of why it exists,” she said.

Clean up

While clean rooms were initially pitched as tools geared toward privacy-oriented data sharing, marketers

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Google might eventually have a deserving challenger in on line advertisements

Telecom conglomerate receives a nod from the European Commission

When we are chatting about advertising and marketing, it really is difficult to disagree Google is a dominant force. A the greater part of its revenue comes from serving advertisements which you’ve no doubt occur across all around the World-wide-web. But even as antitrust sentiment all over the enterprise swells, it would continue to consider a behemoth work from company as nicely as regulators to counter this sort of dominance. Effectively, it appears to be like like Europe’s most significant telecom companies are willing to give it a test.

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Germany’s Deutsche Telekom (T-Mobile), Spain’s Telefónica (Movistar, O2), United Kingdom’s Vodafone, and France’s Orange have announced that they are coming collectively to launch a joint promoting enterprise (by way of Reuters). Every of the 4 teams will have an equivalent share in the new holding company which will be managed independently — a supervisory board has been established with its customers decided on by the shareholders.

In accordance to a joint assertion from the venture’s individuals, the conglomerate aims to launch an promotion platform for European consumers which is designed from the floor up to be compliant with the European Union’s stringent on-line privacy procedures these kinds of as the ePrivacy Directive and the GDPR.

Vodafone created out the ad system that the joint venture will be applying. The system has been in testing as a result of Deutsche Telekom as nicely as Vodafone in Germany over the past 12 months and is established to be analyzed in Orange and Telefonica’s residence marketplaces of France and Spain.

Important features of the technology allows buyers just take handle of how they see ads, demanding consumers to choose into obtaining communications from models as a result

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The Google TV app could be next in line to get a sleek new widget

Google’s love for widgets hasn’t run out yet

The Google TV app received its long overdue Material You makeover in December 2022. It was a major revamp, with the app’s background switching to a lighter shade of gray and the bottom navigation bar featuring pill-shaped icons. Despite the Material You love, the TV app did not gain any new features. This could soon change, with the company seemingly working on a home screen widget for the Google TV app.


9to5Google reports that Google TV appears as an option in the Widgets list on their Pixel 7 Pro running the Android 13 QPR2 beta. While they could place the 4×5 widget on their home screen, it only displayed a “Google TV” search bar flanked with search and remote options on each side. Tapping on the widget opens the Google TV app’s home screen, clearly indicating that it is under development.

Source: 9to5Google

Considering the 4×5 size, the widget could show content recommendations from various Google TV sources. Netflix provides a similar 3×2 content recommendation widget.

In its current version, you cannot resize the Google TV widget to occupy less space on your home screen, though this might change in the future. It also does not seem to work or load on other Android devices.

Google TV is not the only app bound to receive a home screen widget. The company is testing a 3×2 Material You-styled widget for its Contacts app. The widget was first spotted in November 2022, but there have been no signs of it since then. These new widgets might debut with the next Android 13 Feature Drop in March.

Google spent most of 2022 updating its apps like Google Translate, Play Books, and Google Drive with Material You-styled widgets. The company might

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