As Europe strengthens its data protection frameworks, data clean rooms — or “data banks” — are becoming essential for privacy-compliant audience collaboration between brands, agencies, and publishers.
These environments allow secure data matching without exposing personal information, aligning with GDPR and IAB Europe’s evolving TCF standards.
MarkApp is already integrating contextual and non-personal data layers within Pantheon, enabling advertisers to access content-driven audience segments without reliance on user-level identifiers.
By combining the strengths of data clean rooms with real-time contextual analysis, MarkApp provides a future-proof targeting solution that enhances both brand safety and performance.
This hybrid model — data banks plus contextual AI — allows advertisers to maintain control, transparency, and compliance while unlocking new cross-channel monetization opportunities across Web, App, and CTV environments.
As Europe continues to define the post-cookie era, MarkApp stands at the intersection of privacy, performance, and contextual innovation, leading the shift toward ethical and intelligent programmatic advertising.
