Data Clean Room Trends, From Habus Kilmartin Beet.TV [Video]

LAS VEGAS — It may be the piece of software many marketers wish they didn’t need to have – but data clean rooms are helping advertisers transform what they can do with audience and customer information.

Clean room technology allows media buyers and sellers to match their consumer data without directly sharing it with each other. With privacy regulation and deprecation of identifiers, it is emerging as a powerful tool.

In this video interview with Beet.TV, Matt Kilmartin, CEO and co-founder of clean room vendor Habu, explains what is happening at the leading edge of the category.

“The major trend right now in the entire software industry is bringing intelligence to where data lives,” Kilmartin says.

“That’s why you see a company like Snowflake having so much success around their data cloud Snowflake clean rooms.”

Data services company Snowflake has a platform that lets publishers join and interpret data, using …