chapter eight
8 Data clean rooms
This chapter covers
- Privacy-first data sharing with data clean rooms
- Solving privacy laws and no-cookie future
- Clean room benefits: security, compliance, and multi-party insights
- Types of clean rooms: walled gardens and neutral hubs
- Secure collaboration, applications, and industry standards
“We’re just scratching the surface of what’s possible with data collaboration in Snowflake. As more organizations embrace the cloud and data sharing, we’ll see an explosion of new ideas and applications that we can’t even imagine today.”
— Sridhar Ramaswamy, CEO of Snowflake
As privacy regulations tighten and third-party cookies lose their prominence, businesses must adapt to new methods of collecting, analyzing, and activating data. Data clean rooms—secure, privacy-first environments—offer a viable approach, enabling meaningful collaboration without compromising sensitive information. This chapter introduces the foundational concepts behind data clean rooms, examines their role in fostering effective partnerships, and highlights the privacy-enhancing techniques that preserve confidentiality. It also considers core use cases, from audience targeting and refined measurement to advanced machine learning.