Data clean rooms are rapidly evolving from privacy-preserving data collaboration environments into powerful engines for AI- and ML-driven insights. This session will dive into the technical architecture and product capabilities enabling clean rooms to support advanced use cases across the marketing lifecycle — from identity resolution and lookalike modeling to cross-channel attribution and real-time optimization. Beyond advertising, we’ll examine how these innovations are scaling into verticals like retail and healthcare, where secure data collaboration is unlocking next-gen personalization, predictive analytics and clinical insights.