Data monetization

Data monetization use cases let publishers and retailers generate new revenue from their first-party data by securely opening it to advertiser or publisher partners, without exposing raw records to the other side.

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Explore data monetization use cases

In a Decentriq data clean room, matching and activation run inside a confidential computing environment, so a publisher can onboard an advertiser's CRM data, or a retailer can combine its own data with a publisher's inventory, without either party losing control of its underlying records. 

This page covers two of those paths: advertiser CRM onboarding, where a publisher brings an advertiser's first-party data into its own environment to unlock matched, activation-ready audiences, and commerce media partnerships, where a retailer and a publisher combine their data to power a joint advertising product.

Advertiser CRM onboarding

Onboard an advertiser's first-party CRM data into your environment to unlock new revenue from matched, activation-ready audiences

explore advertiser crm onboarding ->
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Commerce media partnerships

Combine your retail data with a publisher's inventory to build a joint commerce media offering

explore commerce media partnerships ->
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Why data monetization matters

Publishers and retailers sit on valuable first-party data, but data on its own doesn't generate revenue. It needs a route to advertiser demand that doesn't require giving up control of the underlying records, otherwise that value stays unrealized or ends up flowing to a walled garden instead.

Commerce media partnerships extend this further by letting a retailer and a publisher combine their respective data and inventory into a joint offering, rather than each monetizing separately. The OBI and Ad Alliance case shows what that looks like in practice: a retailer's CRM and retail media data reaching a premium publisher's CTV and video inventory, with measurable performance gains for the supplying brand.

Further reading: Retail data monetization: how retailers can unlock value; Become a data partner.

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Frequently asked questions

What is data monetization in a data clean room?

It covers the ways a publisher or retailer turns its first-party data into revenue by securely opening it to a partner's environment, without exposing raw customer or exposure records.

How does advertiser CRM onboarding help a publisher monetize its data?

The publisher brings an advertiser's first-party data into its own environment, matches it against its audience, and activates the resulting segment, at a premium CPM rate or in return of media commitments.

What is a commerce media partnership?

It's a collaboration where a retailer combines its first-party and transaction data with a publisher's advertising inventory, creating a joint product that neither party could offer alone.

Talk to us about data monetization

Secure collaboration could be the key to unlocking value from data you thought was too sensitive to use. Contact us today to learn more or schedule a demo.

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