L’Oréal, a cosmetics giant with a diverse range of consumer and non-consumer brands, has already begun leveraging clean room technology to gain deeper insights into consumer behavior.
Now the company is ready to use the tools to buy next year’s TV ads.
In this video interview with Mike Shields for Beet.TV, Shenan Reed, SVP, Head of Media at L’Oréal, explains the value of clean rooms and how the company is applying this technology to various aspects of the business.
Disney partnership
In advertising, data clean rooms allow companies to use and share data in a controlled and secure environment, ensuring that sensitive information is protected and that the privacy of consumers is not violated.
They are used for tasks such as audience insights, audience segmentation and activation, and measurement and attribution.
L’Oréal has started to explore the potential of clean rooms in television advertising.
“We have started to work with partners like Disney on clean room capabilities to start to see how our audiences and their audiences are behaving and how we might be able to tell better consumer stories in the data that we bring to these consumers and pull those insights through both into our creative, but also into how we create better consumer experiences through media,” Reed says.
Disney has previously told Beet.TV how it works with companies like Habu to enable data collaborations with brands like L’Oreal.
Small can be clean, too
We interviewed Reed at a Beet.TV leadership dinner hosted by Habu. She was the featured dinner speaker.
L’Oreal is one of the world’s top spenders on advertising.
While L’Oreal and Disney are both large companies sitting on plenty of respective data, Reed says that isn’t a prerequisite for benefitting from clean rooms.
She says: “If you don’t have a lot of first-party data at your disposal, clean room technology can still be very powerful for you.”
“Even with little subsets of first-party data, understanding cookies that are visiting your site, bringing those audiences over and creating robust lookalike sets that help you understand who this consumer is, how they’re behaving, what they’re engaging with, can really help you.”
Navigating the upfronts with new tech
With new currencies, attention measurement, and clean rooms coming into play, the upfront process in television advertising is becoming increasingly complex.
However, Reed is optimistic about the changes and sees opportunities for collaboration.
“The upfront this year is going to be an interesting one, for sure,” she says. “I’m actually personally looking forward to it because I love having access to new data, to new currencies, to new technologies, to clean rooms.
“It is a complicated space, but those will be conversations that I think are going to be most interesting.”
View this post on Instagram
You’re watching “What’s Next in Clean Room Tech,” a Beet.TV Leadership Series presented by Habu. For more videos from this series, please visit this page.
