Data Clean Room

Also known as: Clean Room, Privacy Safe Haven, Data Collaboration Platform

Controlled technological environment where multiple parties can analyze combined data without any seeing the raw data of the others.

A Data Clean Room is a secure, controlled technological environment where multiple organizations can collaboratively analyze combined data without any party being able to see or extract the raw data of the others. Only aggregated results meeting predefined privacy rules can be obtained.

Example use case: a consumer goods manufacturer and a retailer want to jointly analyze which buyer profiles have the highest propensity to purchase a specific category, combining the manufacturer's CRM data with the retailer's transaction data, without either sharing their raw data with the other.

Leading Data Clean Room platforms: Google Ads Data Hub, Amazon Marketing Cloud, LiveRamp Clean Room, and Snowflake Data Clean Room.

In market research, Data Clean Rooms allow enriching studies with proprietary data from third parties (retailers, telcos) while maintaining individual privacy.