Marketers today face pressure to justify every expenditure, demonstrate clear ROI, and transform marketing from a cost center to a revenue driver. However, fragmentation in the data ecosystem and increasing consumer privacy regulations have made media measurement a growing challenge, resulting in a piecemeal understanding of customer journeys and campaign performance A clean room is a secure environment that enables multiple parties to collaborate with data responsibly to unlock customer insights. Clean rooms provide the privacy and governance controls agreed upon by collaboration partners in order to enforce trust boundaries, ensure auditability, and prevent misuse of data. typically brands, use clean rooms to access data that helps them gain new insights into media effectiveness and better understand customer journeys. Some examples include.