Data Clean Rooms and the Next Wave of Audio Innovation

SiriusXM Media is launching a first-to-market audio data clean room integration with LiveRamp’s Clean Room, powered by Habu, for GroupM clients. This exclusive partnership will allow advertisers within the GroupM umbrella to extend their data clean room strategies on streaming audio buys with Pandora and the SiriusXM Streaming Network. 

In a time when consumer privacy is at the forefront of the minds of our listeners and brands, enabling secure data sharing for analytics, activation, and measurement allows advertisers and publishers alike to explore all that data clean rooms can offer.

Get to Know Data Clean Rooms

Data clean rooms (or DCRs) are privacy-safe environments that specialize in secure data transfer for advertisers who want to mingle data with partners. They came about to assist and solve for protecting consumer privacy and to meet the ongoing need for continued data sharing among brands, publishers, and adtech. The main benefits to using data clean rooms for our clients are twofold. The first being that advertisers are interested in user control of data amid privacy concerns as legislation becomes a more focused topic. Additionally, data clean rooms provide turnkey solutions for advertisers looking for analytics, activation, and measurement.

Bringing Data Clean Rooms to Audio

Data clean rooms have gained traction in the marketplace across media like video and CTV. This solution with LiveRamp’s Habu marks the first time data clean rooms’ privacy-first environment for data collaboration will be available in the streaming audio space. Audio currently makes up 31% of consumer time spent with media; however, audio only sees 9% of media investment. Our move into clean rooms will enable marketers to seamlessly extend their media strategies in a privacy-secure manner and close this investment gap.

Scaled and Precise Planning, Targeting, and Measurement

We’ve specialized in aggregating declared and observed listener behaviors tied to logged-in listener data for the better part of two decades, allowing marketers to reap the benefits of scaled and precise targeting and measurement. Analytics available within Habu can provide GroupM brands relevant profiles against core audience segments, influence creative, and even highlight top performing artists to inspire brand partnerships in the future.

Measurement continues to be a must have on any and all streaming audio campaigns, whether it’s upper- or lower-funnel KPIs. Data clean rooms enable audio measurement, allowing advertisers achieve their desired campaign metrics. 

A Privacy-Secure Environment

A continued growth area within the digital industry is database matching or activation. The IAB predicts that 71% of brands and agencies are increasing their first-party data sets, nearly doubling transactions against CRM since 2022. At SiriusXM Media, CRM onboarding is an ever-growing targeting tactic for many of our data-savvy clients, especially in recent years as the industry prepares for signal decline. Data clean rooms can provide a privacy-secure environment for CRM to be shared for campaign activation. 

Stay Tuned

While we’re excited for the initial launch of data clean rooms with Habu for GroupM, we look to continue our investment in this space to enable our clients to activate their data in a privacy-forward way.

We’d love to explore how your brand is using data clean rooms today. Get in touch with a SiriusXM Media sales rep to kick off conversations.

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