Clean Rooms unlock data collaboration for brands and retailers

The article discusses the rising emphasis on Clean Rooms as third-party cookies are phased out. Kolja Brosche, Head of Strategic Growth at LiveRamp Germany, argues that these privacy-preserving environments enable cross-party data collaboration using first-party data and a device- and channel-agnostic identifier. Independent providers set up Clean Rooms offering detailed analytics, campaign measurement, and regulated data exchange, while enabling optional cross-journey insights with larger platforms’ Walled Gardens. Carrefour is highlighted as a practical example: via LiveRamp Safe Haven, Carrefour and hundreds of suppliers can share customer insights, launch campaigns, and analyze the impact using in-store data. The piece suggests Germany is ready to adopt these approaches as the cookie ban approaches, presenting Clean Rooms as a constructive alternative to reliance on third-party cookies. The content is sponsored and originates from LiveRamp’s provider directory.