ExplainerPublished
A data clean room is a secure environment where two or more organisations analyse their combined data without either side seeing the other's records. Only aggregate answers come out, such as how many customers they share.
Companies often learn more together than apart. A bank and a retailer may want to know how many customers they share; a brand may want to know whether a campaign on a publisher's site changed what people bought.
The traditional way to answer those questions was to exchange customer lists. That leaves copies of personal data in other companies' systems, often without a clear record of consent or purpose, which privacy laws such as Saudi Arabia's Personal Data Protection Law make harder to justify.
At the same time, browsers and phones now limit third-party cookies and mobile ad IDs, so companies rely more on their own first-party data, and on their partners', to reach and measure customers. Clean rooms let them work together on that data safely.
The details vary between providers, but most clean rooms follow the same pattern:
A clean room reduces risk; it doesn't remove responsibility. A few things to keep in mind:
In EleeN, a clean room is a collaboration with one partner. Each side's data is read in place and matched as hashed EleeNIDs, and only aggregate answers come out. Privacy terms bind both sides and can only be tightened, every result counts the groups it held back, and the side that starts a collaboration pays, so partners join free. See how EleeN clean rooms work.
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288,000
Shared customers
Example figures only.
