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Bringing Intelligence Back to the Walled Garden

by: Habu
Blog Bringing Intelligence Back To The Walled Garden

As you go about your business to market and engage with consumers and customers alike, you’ll find the places they visit are concentrated within a handful of ecosystem partners.

A strong ecosystem of channel partners

These partners include search engines like Google, retailers like Amazon and Walmart, social networks like LinkedIn and Facebook, and media platforms like Roku and Samsung.

The good news is these are high quality, well-lit partners that offer world-class platforms for engaging with your consumers and customers. They also typically want the same things you want: for you to engage more with your audience and reach new potential audiences.

Walled gardens are in control of the data

The flip side of that is their strong market positions with consumers and customers means these platforms get to dictate what, how, when, and why you engage with those consumers and customers. More importantly, they have full control over the data on what’s working and what’s not in your efforts.

Changes are coming and feedback has reached these platforms, and to varying degrees, they have heard you. They know you can’t open more budget and spend without knowing –in a neutral manner and method of your choosing – what’s working and what’s not.

It’s on their platform, and you’re playing in their backyard, but you do get to play.

Data clean rooms close the gap in data

The data you want, but can't complete see, includes audience segments, demographics, creative, and anything else between you and the consumer and customer.

In an effort to close this gap, many of the larger platforms have created data clean rooms, which they control and maintain, to give you access to some of this data. It’s on their platform, and you’re playing in their backyard, but you do get to play.

Brands must take advantage of this opportunity now. While it’s not perfect by any means, it is THE optimized solution in an imperfect situation. As log files and cookies continue to become harder, more difficult, or actually impossible to access and use, you must find another avenue to get at data you either don’t get today, or soon won’t be getting anymore.

Navigating the data clean room environment

Unfortunately, each data clean room has its own standards, technologies, and requirements that are too difficult, if not impossible, to manage while maintaining a day job. Plus, you need to be able to write your own complex queries to use them.

Solutions like Habu’s Data Clean Room Intelligence intends to solve this gap by providing brands with a one-stop solution for plugging into, joining, and querying data within these multiple clean room environments.

No matter who’s data clean room it is, we will abide by the rules and terms of the clean rooms by simply bridging the gap between you the user and the platform’s clean room.

The end result of our software will create intelligence and insights digestible for the business person.

Last updated on Jan 30, 2021