CANNES — Can advertisers clean up by using clean rooms?

The software lets partners work on connecting datasets – without sharing privacy-sensitive parts. That is something that has been missing since new privacy legislation seemed to put the brakes on data collaboration.

But such partnerships are critical to enabling an ecosystem around retail media, says Ted Flanagan, Chief Customer Officer at Habu, a technology company that acts as an enabler of strategic partnerships, In this video interview with Beet.TV.

The Challenges of Data Collaboration

When asked about the biggest challenges in data collaboration, Flanagan points to resource and organizational alignment as the primary obstacles.

He explains that much of the difficulty stems from the industry’s shift in measurement approaches.

“A lot of these measurement technologies or targeting technologies were pixel-based, and now we’re asking people to work in cloud databases and write analytic code, and it’s a whole new skillset that organizations require in order to power a lot of these programs,” says Flanagan.

This shift brings with it a great deal of complexity, and Flanagan acknowledges that there is no one-size-fits-all template for companies to follow. “A lot of the companies that are the early movers are still figuring it out,” he adds.

The Benefits of Embracing Clean Rooms Early

Despite the challenges, Flanagan sees significant advantages for companies that embrace clean rooms and data collaboration early on.

“The corollary to the challenge that comes with being an early mover is the opportunity,” he says. “The companies that are moving fastest right now are the ones taking a few lumps in terms of figuring out the best way to scale, the best way to drive value, realize value, the best way to organizationally support the program.”

By being early adopters, these companies are better positioned to establish the patterns and best practices in the industry, he says. This, in turn, gives them a head start over their competitors as they move into 2023. “The first movers are the ones that are establishing the patterns,” Flanagan explains. “They’re just going to be that much more well-positioned to scale, to move quickly, and to be really deriving value as the rest of the industry catches up.”

You’re watching coverage of the Global Retail Media Summit at Cannes Lions 2023, presented by Criteo & Habu. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.