How ‘Data Clean Rooms Evolved From Marketing Software To Critical Infrastructure
Vice President of Product Management, Chief Information Security Officer , Intertrust Technologies .
After years of dealing with GDPR, advertisers are used to the strict privacy and data sharing regulations that come with it. This need led to so-called "data clean rooms" that allowed data analysis in a safe and controlled environment. The European data protection law of 2022 extends privacy and data sharing rules to almost all devices in preparation for the rapid expansion of the Internet of Things (IoT). As data is shared with organizations from countless devices around the world, it is also subject to strict privacy and governance rules that require new data cleansing capabilities.
And as billions of devices come online, organizations must stay nimble and quickly extract insights from data by applying a higher level of governance than is currently required. You need environments that maximize data productivity but don't allow users to think outside the box.
In this article, we discuss the evolution of "data cleanrooms" and the critical ingredients now required by new regulations and the rise of the IoT.
Definition of "data clearinghouses".
Data cleanrooms are a data collaboration tool that enables multiple parties to share data in a trusted, rule-driven environment. Unlike general collaboration tools, they have traditionally been designed for limited data sharing capabilities. In response to increasing regulations on the use of personal data, it is becoming increasingly common in martech applications.
Clean data rooms, as we know them today, represent the first level of "clean data" exploitation. User privacy is protected while advertisers retain access to the information they need. This model has already spread and spread throughout the company. It is no longer just about protecting personal data. Organizations must act quickly on insights from data, and therefore must not compromise efficiency and collaboration opportunities. You need truly comprehensive and dynamic data sharing capabilities that can be set up quickly with little code and configuration.
Here are some characteristics of a truly dynamic data clearinghouse.
flexibility
To function in today's environment, a data cleanroom must be flexible to respond to an ever-changing and growing network of vendors and infrastructure. He must provide:
data interaction. The clean data room should be cloud agnostic to avoid infrastructure dependency for companies that decide to switch hosts.
Extensive integration. It should allow users to quickly connect to a variety of database providers: Google Cloud, AWS, Azure, Oracle and more. - as well as site databases and any proprietary site database software that the organization may use.
Precise identity access management
To maintain an environment of trust, it is important that companies are able to track everyone who enters their cleanroom and define their role, the capabilities they have access to and exactly what they can and cannot do. .
For example, the same database may contain easily accessible information in addition to sensitive information such as unique identifiers. The data cleanroom allows organizations to create custom query capabilities that limit the types of collection and analysis that can be performed.
This includes the ability to restrict access to certain lines to certain users and to filter certain functions so that sensitive information is not disclosed.
Secure data virtualization
Traditional data analysis consists of copying them and storing them elsewhere. However, this is inherently problematic for data security and reliability. Having copies of data in multiple locations increases the risk of data breaches. This also increases the risk of incorrect analyses, as the analyzed version may not be the most recent. Furthermore, when data is copied and transferred to a new platform, it is no longer controlled and exposed to many security and privacy risks.
A clean data room must access data wherever it is, through virtualization.
Easy access for authorized users
While it is important to prevent unauthorized access to data, it is equally important that authorized users can access it quickly. While we typically think of data engineers and data scientists as those who need access, in today's business environment, technical users also need access to data. This may include a variety of business users who need quick answers to less complex questions such as Eg: "What were our sales in region X during period Y?"
Therefore, the clean data room should be accessible through a user interface that does not require writing lines of code to connect to databases and requires minimal SQL to execute queries.
Edge-to-Cloud IoT
With one of the main reasons for data cleanrooms being the rise of IoT, companies are increasingly finding that they need to prove the provenance and accuracy of their IoT data for business transactions or regulatory requirements. A data cleanroom should provide a single window to trust and protect IoT devices, the data they transmit and their data operations.
This requires identifying IoT devices, protecting data as it travels from device to cloud and back to device, and providing additional data points for audits.
After being received by the server, the data must be checked for integrity and then sent to its final destination. Finally, IoT data must also be easily combined with other data sources and metadata for analysis without violating industry regulations.
SHUT
To meet trust and security standards amid the upcoming European data law and the rapid growth of IoT devices, data cleanrooms must evolve into powerful data collaboration tools. As such, they must limit prohibited uses of the data without limiting the ability of authorized users to quickly obtain the information they need. While this is no easy task, if companies follow the guidelines outlined in this article, they will be well positioned to outperform the competition by acting on data-driven insights.
The Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology leaders. Am I right?
Comments
Post a Comment