#USA #DataProtection #Privacy #DataCleanRooms #DataDeprecation: "Data clean rooms have been around for years, but recent changes in the broader industry have increased adoption of the technology.

The consumer data industry is operating in what some are calling a time of “data deprecation.” In the past few years, Apple and Google have greatly limited the ability of companies to slurp up your location data, browsing habits, and app usage from your phone. Google has been preparing the industry for the imminent end of the third-party cookie (for several years now).

Adding to this, data firms need to comply with increasingly tight restrictions imposed by privacy laws in the EU, California, Colorado, Connecticut, and Virginia, and six other states that have comprehensive privacy laws due to take effect in the next few years. And the specter of a potential U.S. federal privacy law looms large. Data clean rooms give the consumer data industry a defense against many of the privacy concerns that have resulted in regulatory scrutiny."

https://themarkup.org/hello-world/2023/07/01/what-are-data-clean-rooms