What is a data clean room?

A data clean room (DCR) is a secure, privacy-preserving environment where two or more organisations can analyse and combine their respective datasets without directly sharing raw data. The key features of a data clean room include:

• Privacy controls that prevent raw data exposure while allowing analysis of aggregate insights
• Strict governance rules about what data can enter and what insights can leave
• Built-in privacy thresholds (like minimum group sizes for analysis)
• Ability to perform joint analysis like audience overlap, attribution, and measurement
• Encryption and security measures to protect sensitive information

Data clean rooms have seen significant adoption across various industries, driven by the need for secure and privacy-compliant data collaboration. In 2023, approximately one-third of businesses utilised DCRs, with 87% of executives anticipating further expansion of this technology.