Clean Rooms in Online Marketing: How Retail Benefits

The article explains the shift away from third-party cookies and highlights Clean Rooms as a privacy-preserving approach for retailers to collaborate with brands. A Clean Room is defined as a neutral, secure space enabling data sharing and analysis while protecting consumer privacy through pseudonymization. Benefits include deeper insights into the customer journey, more relevant personalization, and the ability to connect retailer data with partner data using configurable privacy controls. LiveRamp Safe Haven is presented as a premium solution that supports linking proprietary data (e.g., transactions) with external datasets without compromising privacy. Clean Rooms can be integrated into major platforms’ walled Gardens to enhance measurement and targeting. Carrefour is cited as a practical example of using LiveRamp Safe Haven to share customer insights with hundreds of suppliers and evaluate impact with in-store data. The content is sponsored content produced in collaboration with LiveRamp.