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Demystifying Data Cleanrooms: A Marketer’s Handbook

The ARF Cross-Platform Measurement Council has put out a practical handbook to help marketers and media operators gain a full understanding of data cleanrooms. It explains how cleanroom vendors provide clients and their partners with such a service, which links first-party data across two or more companies on a record level in a secure and privacy-compliant fashion. Interest in cleanrooms has been increasing because the disappearance of third-party cookies is on the horizon. The handbook not only demystifies cleanrooms, but it also includes use cases for insights, audience activation and measurement, and offers practical advice on questions to ask data cleanroom providers.

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The Evolution of “OTT” and “CTV”

While there is still some disagreement over the definition of “OTT” and “CTV”, most use these terms now in a new way that reflects the changes in the media landscape and viewer behavior during the last five years. 

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The Evolution of “OTT” and “CTV”

  • KNOWLEDGE@HAND, CMO BRIEF

Towards the end of 2018, the ARF issued a Knowledge at Hand report and a CMO Brief each called The OTT Revolution. Since then, the OTT revolution has not only continued but it has accelerated. Moreover, the pandemic acted as a catalyst, increasing the rate of this acceleration. At the same time, the meaning of the term OTT has changed.

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The ARF 5th Annual Privacy Study

One of the ARF’s most anticipated reports for both membership and the press, the 2022 Privacy Study surveyed 1,273 American consumers from May 14th to 27th, 2022. This was done via a Qualtrics online sample and platform. The report contains perennial questions regarding mobile and PC usage, willingness to share digital data, trust and how well privacy terms are understood. In the latest report, questions about the acceptability of using personal data under various circumstances and for various purposes were also added.

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Streaming Viewing Continues to Grow

Nielsen finds that streaming TV viewing accelerated in June — rising to a 33.7% share of total viewing. According to Nielsen’s “The Gauge” measure, this is the biggest increase since the measurement began over a year ago. Read more »