Clean rooms move from pilots to always-on measurement
More than half of large advertisers now run data clean rooms continuously rather than for one-off studies, a benchmark report from a measurement consultancy shows.
Adoption
Retailers and streaming platforms are the most common partners. The median advertiser connects three clean rooms, up from one in 2025.
Friction points
- Each platform uses its own query rules
- Match rates vary between 30% and 70%
- Analyst time remains the main cost
Interoperability is the next battleground, with vendors promising shared schemas by mid-2027. The trend supports the modelling approach described in Marketing mix models get weekly refresh cycles.
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