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MAY 11, 2026 |
Today’s Commerce Media Weekly is brought to you by LinkedIn Ads. |
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Data clean rooms have shifted from emerging technology to essential infrastructure for retail media. With 66% of organizations now using clean rooms in some capacity, according to the 2025 State of Retail Media report, these secure environments enable brands and retailers to collaborate on first-party data without exposing raw information. |
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As US retail media ad spending approaches $70 billion in 2026, clean rooms have become the connective tissue between purchase data, campaign measurement, and privacy compliance. However, fewer than half (48%) of US retail media networks currently offer clean room capabilities, according to Q2 2025 data from Mars United Commerce, signaling meaningful white space for networks to differentiate amid intensifying competition. |
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What is a data clean room? |
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A data clean room is a secure digital environment where multiple parties can combine their first-party data to generate audience and campaign insights without exposing raw data to each other. The IAB Tech Lab defines it as a "secure collaboration environment which allows two or more participants to leverage data assets for specific, mutually agreed upon uses, while guaranteeing enforcement of strict data access limitations." |
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In practice, clean rooms allow retailers, brands, and media partners to match customer records, analyze overlapping audiences, and measure campaign performance while maintaining privacy controls. The technology uses cryptographic techniques and privacy-enhancing technologies (PETs) to ensure neither party sees the other's underlying data. |
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A partnership between ad tech provider Koddi and Comcast’s Universal Ads aims to make it easier for brands to buy TV ads and determine whether they truly result in sales. |
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Advertisers using Koddi will get access to streaming TV ad space from publishers in the Universal Ads network, including companies like Roku, NBCUniversal, TelevisaUnivision, Fox, and Cox Media. They will also be able to manage TV and commerce media campaigns in one place. |
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Koddi said in its news release that advertisers will be able to plan, activate, and measure campaigns across retail media and premium streaming from a single system. |
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