Meanwhile, CPG spending on Facebook, Instagram and Twitter declined quarter-to-quarter, according to Pathmatics. Those platforms have been hampered by Apple’s move to restrict access to user identities. Though CPG advertisers did ramp up spending on similarly affected TikTok and Snapchat substantially last quarter.
Beyond addressable digital and TV buys, the Epsilon clean room could also be used to inform planning and buying on linear TV or other media, said Jennifer Pelino, executive VP and head of Global Media Solutions for IRI.
The partnership helps fuel a growing business in measuring media effectiveness for IRI, which includes a recent partnership with TikTok to incorporate the fast-growing digital channel’s performance data into IRI’s marketing-mix models.
Epsilon’s isn’t the only clean room IRI’s CPG clients will use. IRI announced a partnership last week with InfoSum to use that company’s Secure Data Clean Room.
More than one clean room is necessary in part because different media players use different clean rooms, Sirkin said. And IRI may well forge partnerships to work with others as well, Pelino said. But the clean room also expands a broader existing IRI partnership with Epsilon to help CPG marketers manage media.
“This is a solution helping to prepare for changes in a new marketplace of privacy and regulatory challenges,” Pelino said.
Even though Google has repeatedly pushed back the date for ending third-party cookies in Chrome, CPG marketers aren’t getting complacent about the change, Sirkin said. “They’ve started to understand the challenges in cookies. There’s so much duplication, so much waste.”