Advertisers have been adopting data clean rooms, in part, as a means of equipping themselves for a future when they cannot rely on the third-party cookie for ad targeting. Problem is, clean room-based advertising at scale is a challenge at the moment.

“If I think about what's required in the industry right now, there is not a scalable [real-time bidding] solution yet for utilizing [personally identifiable information] in a privacy-safe way,” said Therran Oliphant, svp and head of data & technology for North America at EssenceMediacom.

Enter IAB Tech Lab’s Open Private Join and Activation. The specification offers up a standardized process for matching an advertiser’s and a publisher’s first-party data sets — including in cases where they use different data clean room providers — and making the match results available for ad targeting while mitigating access to the underlying first-party data.

Sound simple enough? Maybe. But the matching and activating process — or processes — is pretty complex, as Digiday senior media editor Tim Peterson breaks down in the video below with help from Oliphant, Publicis Groupe’s Jess Simpson and Optable’s Bosko Milekic, one of OPJA’s authors.

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