A bylined piece I wrote for The Drum at the start of 2023 predicting how data clean rooms would evolve that year. I covered the expansion of cloud-native adoption, orchestration technologies connecting clean rooms together, enhancements from walled gardens, and Google’s PAIR identity solution.

Looking back, most of these played out. Clean rooms did move from experimental to mainstream marketing infrastructure over the course of 2023, and the cloud partnerships became central to how they were deployed.

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