Are clean rooms actually solving the privacy problem or just adding complexity?

Privacy-friendly targeting remains elusive despite new technologies. Graham Mudd, SVP of Product at Anonym (Mozilla), brings expertise from leadership roles at Meta, Comscore, and Yahoo to address this challenge. He explains why clean rooms aren't inherently private without proper methodologies, clarifies the FTC's position on confidential computing practices, and demonstrates how privacy-preserving technologies can actually improve targeting results rather than simply adding complexity. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

• 0:00Speaker 00

  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

• 0:25Speaker 01

  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

• 0:36Speaker 02

  Getting brands authentically integrated into content performs better than TV advertising.

• 0:42Speaker 03

  Typical life span of an article is about 24 to 36 hours.

• 0:46Speaker 01

  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

• 0:53Speaker 00

  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

• 1:15Speaker 04

  I'm Benjamin Shapiro and joining me today is Graham Mudd, the SVP of Product at Anonym, which was recently acquired by Mozilla. And today Graham is going to explain how privacy preserving technologies can actually improve your targeting results. All right, let's move on to our next question. I promise I'll keep this one easier for you. Are clean rooms actually solving privacy problems or are they just adding complexity?

• 1:38Speaker 05

  It's not easier, but kidding aside, I'd say they're a piece of the puzzle, but there's nothing inherently private about a clean room. All a clean room is, is a form of confidential computing. Two parties put data into a place and they do stuff with that data. What you do with that data is what makes it private or not. And the FTC actually put a blog post out a couple of months ago and they said, hey, guys, it was to the ad industry, these clean rooms that you guys are all talking about, all fine and good, not private by the in and of themselves. If you deploy privacy safe and privacy preserving methodologies inside the clean room, then you're doing the right thing. If you just do what you were doing outside the clean room, in the clean room, there's nothing clean about it.

• 2:17Speaker 04

  I know I'm going to get myself into trouble with this, but it sounds like the champagne room for advertising where it's like, just because it's a room with privacy doesn't mean you can't break the rules inside of it.

• 2:28Speaker 05

  I think that's fair. Without commenting on your analogy, I think that's fair.

• 2:30Speaker 04

  Thank you. All right. That wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Graham Mudd, the SVP of Products at Anonymous, part of Mozilla. If you'd like to contact Graham, you can find a link to his LinkedIn profile in our show notes or on martechpod.com, or you can visit his company's website, which is anonymousco.com, which is A-N-O-Y-M-C-O.com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed every week. All right. That's it for today. But until next time, my advice is to just focus on keeping your customers happy.

• 3:35Speaker 00

  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.