With privacy first approach, In the next couple of years, the morsels of data used by ad tech companies to track users around the internet for targeting and measuring ad success will soon be blocked giving rise to a fragmented ecosystem. In this new ecosystem, advertisers are now looking for more transparency and flexibility in understanding how their marketing performs across media channels such as search, display, video and audio.

We need an environment where we are able to derive campaign measurement, audience refinement, supply optimization, and more, enabling advertisers to make more informed decisions about their cross-channel marketing investments.

At MIQ Digital India Pvt. Ltd, for the closed web ecosystem, we are working with multiple clean room technologies. Clean rooms technologies like Google ADH, AMC etc. provides a secure, privacy-safe, and dedicated cloud-based environment in which advertisers can easily perform analytics across multiple, pseudonymized data sets to generate aggregated reports. For an open web ecosystem, we use liveramp, appnexus etc, which enables advertisers to onboard offline datasets to target them online.

Business Impact
Percentage conversion increase on an average
Out of total advertisers who had set up CB in their LIs, we were able to create and deliver structured performance evaluation for around 50% of our advertisers.
37% (3/8) of adv had an KPI perf improvement of 60% on an average, and 76% for the selected confirmation activity ids.

Technology Empowerment
These pipelines have an extensive usage of clean room query engines which helps us export GBs of aggregated data into cloud storage like AWS S3, GCS which will then be loaded into cloud data warehouses like redshift, BigQuery built on top of highly scalable data warehouse clusters to run data analysis at scale.