Despite the widespread use of data clean rooms (DCRs), only 27% of marketers are leveraging their full capabilities. This is according to the IAB’s “State of Data 2023” survey, which found that only 47% of marketers are using DCRs for data privacy, regulatory compliance and audience activation. Many are also struggling to leverage results and prove ROI.
One of the main issues preventing companies from getting the most out of clean rooms is the high cost and expertise needed to operate them. The survey found that nearly half (49%) of companies have six or more employees dedicated to the technology, while 30% have at least 11 people working on it. In addition, 62% of users spent at least $200,000 on clean rooms in 2022, with 23% spending more than $500,000.
The importance of clean rooms is set to increase as third-party cookies go away, so it is essential that marketers get all they can out of them. This will require all data providers, including walled gardens, to make their data easily interoperable for measurement and ROI. In addition, it is important to ensure that smaller agencies and companies are not excluded from using DCRs in order to lower costs for everyone.
Originally reported by Martech: https://martech.org/failure-to-get-the-most-out-of-data-clean-rooms-is-costing-marketers-money/
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