When clean rooms were first introduced, they served as secure, protected environments where personally identifiable information was anonymized, processed and stored for measurement or data transformations in a privacy-compliant way.

But now clean rooms have evolved to perform a number of tasks that go beyond their original capabilities. Many major brands are using these new capacities to drive innovation, illustrating how others can use clean rooms to unlock bigger gains for themselves.

Read more:

Maves, K. (n.d.). There’s More to Clean Rooms Than Just Anonymizing Data. AdWeek. https://www.adweek.com/partner-articles/theres-more-to-clean-rooms-than-just-anonymizing-data/