Almost every company today has access to valuable first-party data. But it’s spread across disconnected systems such as CRMs, web analytics, app environments, offline databases, and more. Most of it remains unused. Stitching it all together sounds good on paper, but centralising it is risky, expensive, and often not allowed. That’s where the next generation of collaboration comes in. Cleanrooms make it possible for two or more parties to collaborate securely: to compare audiences, run joint analysis, and even launch campaigns together without sharing raw data. When done right, it’s fast, transparent, and scalable.