CANNES — Over the last year, “clean room” technology has rocketed in popularity, as a means to enable privacy-compliant data integration.

But it’s not just data that needs to get integrated, it’s also the clean room tools themselves.

That is according to Travis Clinger, SVP, Activations & Addressability, LiveRamp. In this video interview with Beet.TV, Clinger explains the role of clean rooms in allowing brands to work together and build second-party data.

The Next Frontier: Data Collaboration and Clean Rooms

“Clean rooms are the next frontier in enabling more data sharing,” says Clinger.

Not only do clean rooms power retail media networks, but they will also play a significant role in future media transactions, he says.

While clean rooms are essential for data collaboration, Clinger emphasizes that they are only one step in the journey. “The total journey is how can you collect the data, apply your own first-party identity, manage the data, collaborate with the data, have those permissions, have those governments, but then importantly also connect the data.

Clean Rooms: A Passing Fad or Here to Stay?

Clinger believes that clean room functionality is here to stay, but the excitement surrounding new technology might be short-lived.

“There’s some really good things about clean rooms,” he says, ” – the permissions, the governance, the enabling folks to share data but in a safe way where people have control over it. So that functionality is here long term.”

But Clinger thinks the key to long-term success lies in creating a connective ecosystem and ensuring that clean rooms are interoperable. “At the end of the day, there’s not going to be one clean room to rule them all,” he says. “There’s probably going to be several dozen of them. So how do you make sure they all work together and work across the clouds as well?”

To make clean rooms more actionable, interoperable, and efficient, Clinger suggests focusing on interoperability and cross-cloud functionality: “There’s not going to be one clean room, so we’ve got to enable it.”

Clean Rooms and the Multicurrency Future

Clean rooms are crucial to the success of the multicurrency market in the TV space, as they enable measurement across channels.

“Clean rooms can help enable that because, previously, data that publishers would not share, now they can share in a protected way,” Clinger explains.

This functionality allows marketers to measure data and compare connected TV with the walled gardens of the open web, and truly understand the best place for their media to perform.

LiveRamp is a San Francisco-based technology company whose platform enables companies to connect, control, and activate their data.

LiveRamp’s primary product is its IdentityLink solution, which uses a people-based identifier to unify customer data across offline and online channels.

You’re watching coverage of the Global Leadership Summit on Data & Measurement at Cannes Lions 2023, presented by Comscore, LiveRamp & LoopMe. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.