A. From onboarding to planning, building and activation, data remains siloed and under the data owner’s sole control.

The clean room functionality encrypts user data from a publisher's addressable audiences and other first-party data sources (for example from an advertiser's CRM or clean room technology) into a privacy-compliant data sketch for secure matching with another Vault.

Both parties retain full control of their data, with the option to revoke permissions at any time.

A strict separation of data ensures that neither party can access the other's raw data.

Publishers will never ingest the advertiser's list of IDs and will only receive targeting keys for a user. 

Advertisers do not get access to publisher data, accept aggregated reports. They can activate and target users belonging to a cohort, but will not be able to identify individual users at any point.