Following Google’s lead, Amazon recently announced a new clean room offering for brands to be able to connect their insights to their advertising activity across their platform. On the other side of the market, media giant Disney announced it can support multiple data clean rooms. These announcements are only the beginning of a ‘clean room boom’, writes MediaWallah Founder & CEO Nancy Marzouk. That has major implications for the next wave of data fragmentation, and a new chapter in the power dynamics between media buyers and sellers.
→ Prepare for what’s next: read “How to Navigate the ‘Clean Room Boom’” in The Drum
