Google is rolling out its clean room collaboration, which will be key to opening new data pathways in the ad tech ecosystem as programmatic advertisers prepare for a post-cookie internet. Google has slowly been opening up to more clean room providers, including InfoSum, Habu and LiveRamp, which have services for publishers and advertisers that transact in online ads through Google’s Display and Video 360 demand side platform. And last week, Google made a core data product—called PAIR—widely available through those partners.