There is an influx of data sets in the marketing world, some of which are 1st party owned and others that exist behind platform walls. With the impending removal of cookies from browser-based experiences, ensuring personalized content remains being received by the relevant consumer is an always-on goal for brands.
While there is an increase in the number of technologies emerging, or in the number of existing ones evolving to address this shift, the biggest question posed in this transitional environment is “what is best for my brand/client?”. We want to look at two main technology categories, Dynamic Creative Optimization (DCO) which is more established, and Data Clean Rooms (DCR), which are relatively new to the marketing ecosystem.
What is DCO and DCR?
DCO is a technology category that enables strategies designed to make paid media programs run more effective and efficient by use of data. It can be deployed for a single use or encompass a combination of data integrations, creative production, and/or rapid optimizations for advertisers to produce tailored content at scale. While DCO may seem to have an upfront investment, the ROI both from media performance and creative production offsets those costs into the program.
DCR is a technology category that offers a safe space for collectively owned data inputs to be anonymized for enhanced practical use. Think of these as a neutral black box where the respective data is in the control of its owner, mitigating potential PII concerns. These data sources can be 1st party owned and platform databases. This means there can be a reduction of walls, allowing data to collectively work amongst itself for best results.
Be mindful, however: setting a DCR up entails extensive costs due to their limited adoption. This is partly due to brands determining where best to go – using an external solution like Snowflake or Habu, or an internal route like Disney or Amazon. One thing is for certain, for DCRs to work, they require active collaboration amongst data owners.
When to have a conversation?
Data clean rooms provide further triggers and testing matrixes. If you or your client want to partner up with data providers, it’s a great time to loop the Dentsu DCO team in, so we can advise you and support on the best path.
One area we can support is building out the decision tree and how the logic across these increased nodes due to data clean room expansion can fulfill the business requirements. Collecting and using data for data sake that isn’t tied back to a strategy won’t result in success. We can provide guidance and direction on DCOs enablement through data clean rooms.
