Data Clean Rooms, the Curation Era

Curation [noun]the action or process of selecting, organising, and looking after the items in a collection or exhibition. In the context of programmatic advertising, curation involves managing high-quality, segmented audiences for targeting purposes – particularly in our offering. However, it’s important to note that other curation offerings may focus solely on curating media, without incorporating an audience component.

How data clean rooms and curation work together

• 01 | Audience enrichment in clean rooms: Publishers, advertisers, or data providers can use data clean rooms to safely share their respective first-party data, enhancing the curated audience segments they are offering. For instance, a retailer may want to enrich their first-party data about purchasing behaviour with insights from a media partner’s first-party data about browsing habits. This collaboration can create a more nuanced, enriched audience segment.

• 02 | Targeting and personalisation: Once data is enriched within a clean room, it can be used to further refine and enhance curated audience segments. For example, an advertiser in a retail network can access these enriched segments to run more personalised and effective advertising campaigns. This combination of clean room data collaboration and curated segments allows for higher precision in targeting and improved ad performance.

• 03 | Privacy-preserving curation: Since the data in a clean room is not shared directly, advertisers and publishers can collaborate on creating curated segments without breaching privacy laws or exposing sensitive data. This ensures that both data security and effective audience targeting are maintained—two critical factors in modern advertising.

• 04 | Verification and measurement: Clean rooms also play an important role in measuring the success of curated audience segments. Advertisers can measure campaign performance within the clean room environment by analysing the impact of their curated audiences on conversions, engagement, and other KPIs, all while respecting data privacy.

“Activating curated, modelled audiences across multiple publishers is a no-brainer. It’s scalable, privacy-compliant, and delivers better performance by using first-party signals in premium environments.”​ – David Fisher, Snowflake

How Permutive helps

Permutive offers solutions tailored to both brands with and without first-party data, ensuring every campaign is optimised for maximum reach and relevance:

For brands without access to first-party data

Permutive enables you to reach highly segmented audiences through our ready-made audience solutions:

• Standard audiences: We provide a comprehensive package of audience segments, all derived from the Permutive taxonomy, designed to meet a wide range of targeting needs.

• Custom audiences: For campaigns requiring more specific targeting, we can create bespoke audience segments. Using generative AI we can determine the publisher cohorts that match closest with your unique campaign objectives and use this insight to create your custom audience.

For brands with access to first-party data

If you already possess valuable first-party data, Permutive’s platform allows you to maximise its potential:

• Match and model audiences across publishers: Using our advanced technology, you can securely match and model your first-party audiences across multiple publishers.

• Activate via curation: Once audiences are matched, activate them through curated media strategies, ensuring your campaigns are both privacy-compliant and effective at scale.

Permutive offers a flexible approach to audience targeting, empowering brands to thrive in a rapidly evolving digital advertising ecosystem. Drop us a note to learn more.