Düsseldorf, October 19, 2023 - In a cookieless world, the use of proprietary data to activate advertising campaigns is becoming increasingly important for companies. In this context, advertisers are faced with the question of how they can make this data available to their agency in accordance with their company's own data privacy guidelines and have it linked to third-party data sources. Secured and neutral rooms, so-called data clean rooms, offer a solution here.
As of now, Publicis Media is the first media agency group to work with Decentriq, the provider of such a Data Clean Room from Switzerland. With its confidential computing approach, Decentriq offers a way for all data to remain encrypted throughout processing, thus guaranteeing maximum security in data processing.
Publicis Media customers benefit by being able to perform the following operations securely and in accordance with a privacy-first policy:
Media planning: With a simple overlap analysis, you can find out whether your target group is over- or under-represented in the planned environments.
Collaboration: linking with other data partners to generate further insights about your own target group
Activation: data, including highly sensitive data, can be enriched with third-party data and used for campaign activation
Modeling: Data can be modeled directly in the Data Clean Room
Measurement: Better cross-channel measurement and attribution without the need for click or UTM-based measurement.
By using Decentriq, the data does not have to be handed over to third parties to be used for marketing purposes. The advertising companies themselves retain control over their data at all times.
Sven Wegholz, expert for ID Driven Solutions at Publicis Media: "The partnership with Decentriq is an important milestone for us and our customers towards a digital marketing future without 3rd party cookies. In addition to the classic media use cases, such as planning, activation and measurement, we are now also able to bring together the most diverse clients with completely different products, but almost the same target groups, and enter into a data collaboration. And this with the security that everyone always retains sovereignty over their data and does not have to transfer it to the other.''
Michael Schöning, Media & Advertising Sales Director Decentriq adds: "We are very pleased to be working with Publicis Media as the first major agency partner in Germany. You are once again positioning yourself as an innovation leader for your customers, also in the areas of 3rd party cookie alternatives and the future of measurement. It is also a strong signal to publishers. The direct cooperation between brands and publishers, complemented by the data expertise of Publicis Media, enables completely new targeting qualities and close relationships between the partners.''
