New Interoperable Data Clean Rooms Reduce Reliance on Single Provider Data Ecosystems

Clear Channel Outdoor (CCO), one of the world's largest out-of-home (OOH) media companies, has chosen Aqfer, a leading provider of big data marketing solutions, to significantly enhance secure data collaboration capabilities through the facilitation of Data Clean Rooms (DCR). Thanks to Aqfer and its products, CCO can securely leverage a brand's first-party data for OOH campaign planning, measurement, and optimization.

Data Clean Rooms have gained in popularity over the last few years as advertisers seek to adhere to regulatory and consumer privacy demands while collaborating with partners in  a secure environment. By layering in Aqfer's capabilities into its RADAR platform, CCO now provides a truly interoperable DCR framework. Brands and their agency partners can now collaborate with CCO on audience targeting and campaign amplification with improved audience behavior analysis, regardless of where the underlying data is stored. This means brands will not have to be locked into a singular provider's ecosystem to enjoy the benefits of RADAR while delivering a secure way for brands to unlock insights from sensitive data without sacrificing security, privacy, or performance.

"More and more data-driven brands and advertisers are recognizing the power of OOH to deliver their message to the right audience segments with measurable impact and at scale," says Jeremy Flynn, SVP, Data Products and Strategy, Clear Channel Outdoor. "Aqfer is helping us accelerate the adoption of OOH in the media mix by powering an interoperable DCR solution without compromising privacy, security, or the hassles of data transfers among multiple cloud providers."

"Fostering interopable secure data collaboration among brands, media companies, and their service providers while protecting consumer privacy is in Aqfer's DNA," says Marc Sabatini, Chief Strategy Officer at Aqfer. "Facilitating DCRs is a natural evolution of our technology that Clear Channel Outdoor utilizes in the partnership with Aqfer for their RADAR suite of solutions."