Why connectivity is critical for clean rooms to turn signal loss into signal gain

Travis Clinger, Chief Connectivity and Ecosystem Officer, LiveRamp

Clean room technology is an increasingly important tool for marketers to turn signal loss into signal gain, with the final steps of third-party cookie deprecation serving as a critical checkpoint. 

However, as the need for data collaboration increases and approaches to collaborating proliferate, it’s essential to remember that data’s journey doesn’t end with clean rooms alone. Data and insights must be connected across the ecosystem to activate wherever customers are and drive meaningful business outcomes.

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