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Media verified Verified Outcome TRL 9

First-Party Data Clean Room for Advertising

domain Client: A multinational mass media conglomerate handshake Provider: Snowflake schedule Deploy: Q1 2024 (Review)
82 Impact
Enterprise Ready
Evidence Score: 4/10
Strength: Medium

Executive Summary

ANALYST: COI RESEARCH

Anticipating the deprecation of third-party cookies, the broadcaster consolidated 150 million user IDs into a unified identity platform ('NBCUnified') built on a cloud data warehouse. This allows advertisers to match their own CRM data against the broadcaster's viewer data in a privacy-compliant 'clean room' environment without data ever leaving the secure governace boundary.

rate_review Analyst Verdict

"A strategic pivot in the 'cookie-less' advertising era. By shifting from selling ad slots to selling identity-matched audiences, the entity preserves ad premiums. The use of a data clean room minimizes privacy leakage risks, satisfying strict compliance requirements."

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Full Audit Report Available Includes Risk Register, Technical Specs & Compliance Data.

warning The Challenge

Regulatory tightening (GDPR/CCPA) and browser changes (cookie deprecation) threatened the value of digital advertising inventory. Advertisers could no longer track users across sites, reducing their willingness to pay for premium video inventory without proof of audience targeting efficacy.

psychology The Solution

The company centralized data from its diverse portfolio (news, sports, theme parks, streaming) into a Snowflake Data Cloud. They implemented 'Data Clean Room' functionality, allowing brand partners to run intersection queries (e.g., 'How many of my customers watched the Olympics?') without raw PII exchange.

settings_suggest Technical & Deployment Specs

Integrations
Snowflake Data Sharing, LiveRamp
Deployment Model
SaaS / Data Cloud
Data Classification
PII / CRM Data
Estimated TCO / ROI
Medium
POC Summary (2021-01-01 to 2022-01-01)

"Pilot with select auto and retail brands in 2021."

shield Risk Register & Mitigation

Risk Factor Severity Mitigation Strategy
Re-identification Risk High Differential privacy noise injection; minimum cohort size enforcement.
Data Siloing Medium Requires advertisers to also be on the Snowflake ecosystem for seamless sharing.

trending_up Impact Trajectory

Audited value realization curve

Aggregation of 150M+ person-level IDs Verified Outcome
Primary KPIClean room query capability with 0 PII export
Audit CycleRetention of ad revenue yields despite signal loss

policy Compliance & Gov

  • Standards: CCPA, GDPR, IAB Frameworks
  • Maturity (TRL): 9
  • Evidence Score: 4/10
  • Data Class: PII / CRM Data

folder_shared Verified Assets

description
Verified Case Study
PDF • Version 1
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Technical Audit
PDF • Audited
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Security Architecture

The "Blind Verification" Protocol

How we verified these outcomes for A multinational mass media conglomerate without exposing sensitive IP or identities.

Private
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1. Raw Evidence

Audit ID: #PRIV-746
Evidence: Direct SQL Logs
Public
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2. Verified Asset

Outcome: Verified
Ref ID: #COI-746

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