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Marketecture: Get Smart. Fast.
Episode 56: Lauren Wetzel on the clean room trough of disillusionment
Jan 26, 2024
Lauren Wetzel, COO of InfoSum, talks about clean room technology and the challenges they face. The podcast also discusses the recent exit of competitor Habu, the future of Sports Illustrated, and early results of UID and deterministic ID tests in advertising. They also explore alternative IDs and the frustrations with some publishers' reluctance to change.
45:18
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Quick takeaways
- Clean rooms are critical in rearchitecting the way data is utilized and can provide a significant boost in scale and performance, especially with market trends like cookie deprecation and the rise of connected TV and retail media.
- Insights and alternative IDs are essential in data clean rooms, as they drive effective marketing strategies and enable partnerships by bringing together data from different sources, emphasizing the need for publishers to embrace both to enhance their marketing capabilities and maintain control of their own destiny.
Deep dives
Clean rooms and data collaboration infrastructure reshape the marketing landscape
Lauren Wetzel, the COO of InfoSum, discusses the importance of clean rooms and data collaboration infrastructure in modern marketing. She emphasizes that clean rooms are critical in rearchitecting the way data is utilized and can provide a significant boost in scale and performance. Wetzel highlights market trends such as cookie deprecation and the rise of connected TV and retail media, which further fuel the adoption and success of clean rooms. She also stresses the importance of being agnostic, objective, and easily integrated, as marketers build composable solutions and seek true data clean room technology.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode