Worldwide Data Clean Room Technology Vendor Assessment

This document is an IDC MarketScape vendor assessment focused on worldwide data clean room technology for advertising and marketing use cases for the years 2023 to 2024. It outlines the concept of data clean rooms, which provide a privacy-protected environment for multiple parties to collaborate using customer and property-derived data. The assessment details the importance of technology solutions that replace traditional intermediaries and enhance data collaboration while ensuring privacy and ownership. It discusses the challenges organizations face in maintaining data quality and consistency during collaboration, as well as the expertise required in data privacy and analytics. The document also includes vendor inclusion criteria for the assessment, emphasizing the need for technology solutions that facilitate data sharing without compromising privacy. Additionally, it provides advice for technology buyers on evaluating data clean room technologies, highlighting the rapid enhancements in the market and the importance of collaboration and partnership in successful implementations.