How clean rooms are revolutionising Australia’s evolving marketing industry

In the IAB’s Australia Data State of the Nation report, 80% of respondents rated the usage of first-party data as critical or very important.

As the marketing industry adapts to center strategies around first-party data, the need for secure, efficient solutions to manage, leverage, and collaborate on data is clearer than ever.

Enter clean rooms.

Clean rooms offer controlled, secure data collaboration environments where multiple parties can share and collaborate on their data. This approach minimises the risks associated with data, providing a solution to challenges posed by the evolving landscape.

So, where should marketers begin?

The clean room difference

First-party data provides valuable insights, but companies need to look beyond their four walls to better complete their customer profiles. This is where data collaboration becomes essential. By collaborating with trusted partners, companies can uncover hidden insights and gain clearer, more comprehensive understandings of their customers.

Data collaboration enables a wide range of use cases, like uncovering new consumer insights, enabling accurate cross-screen measurement, expanding reach, and creating brand-building media networks.

As a key data collaboration solution, clean rooms provide a secure environment for data collaboration, allowing two- or multi-party collaboration to boost insights while protecting individual privacy.

Clean rooms address key challenges facing marketers, including:

• Security and safety – Clean rooms allow secure collaboration between business partners, with granular control over data access and usage, ensuring protection at every step.
• Cloud-native capabilities – Clean rooms utilise cloud infrastructure positioned where enterprise data resides, enabling seamless collaboration across partners while minimising the risks, and the costs, of moving data.
• Enhanced identity resolution – Cutting-edge clean rooms include deterministic identity, enhancing the accuracy of data collaboration and boosting end-results.

Getting started

While it may seem self-evident, there’s a few key steps that companies can start with as they embark on their clean room journeys.

First, companies need to assess the data they have, and by extension, the data they’re looking to build via collaboration.

This will naturally help companies to identify which of their partners will yield the most significant benefits from data collaboration, giving companies a blueprint of who they can start with in 1:1 collaborations as they build this skillset.

Furthermore, properly taking stock of the data you have, as well as the data you want to collaborate with, helps to establish proper governance of the data.

From there, a natural extension is selecting a clean room vendor. While key aspects can be informed by a company’s own tech stack – like which cloud provider you’re already engaged with – you can also base your decision on the partners you want to collaborate with.

While the industry is more interoperable than ever, ensuring that your preferred clean room solution will work with your key partners, and those you’d like to build relationships with, will help accelerate time-to-value.

The roadmap to success in 2025 and beyond

Looking at the rest of 2025 – and beyond – clean rooms will offer marketers valuable opportunities to refine their data strategies and data collaboration efforts, redefining how they engage with consumers and craft more targeted, impactful marketing campaigns.

By embracing secure data collaboration, marketers can stay ahead of the curve and ensure continued success in an increasingly complex and dynamic marketing landscape.

Melanie Hoptman is the managing director, Asia Pacific, at Live Ramp.

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