An inside look:
It is not only the death of the cookie that is driving the adoption of evolving collaborative data solutions. Rather, it is a combination of several factors, including:
- A push from regulators
- The projection of further restriction of identifiers by the browsers
- The competition for revenue between media owners
- Walled gardens and marketplaces
- The continued demand for marketing ROI with consistent consumer interaction
The objective of this collaborative data solutions paper is to facilitate better understanding of this rapidly changing market. Presently, the market is being driven by a mixture of technological innovation, privacy evolution, and data availability. At the same time, brand and media owners must continue to better understand and serve their customers, both independently and through data collaboration.
“For the widest range of use cases and partners, the decentralized approach, where the data never moves, is rapidly becoming a standard. In this approach, each party wanting to share data installs software that generates an anonymous mathematical representation of the data. This mathematical representation is then shared to a hosted space where collaboration can happen with one or more parties using the same clean room platform.”
In order to develop this paper on data collaboration, Winterberry Group spoke to more than 50 senior industry experts from both the US and Europe. These experts represented 26 companies involved in the use of data and data collaboration. The companies ranged from technology providers, data companies, and cooperatives to media owners and end user clients. To complement the video interviews, WG ran an online survey of senior brand marketers in November 2020 across both the US and UK.