With over a decade of leadership experience at a highly successful media agency, working closely with some of the most recognisable brands in the industry, I prided myself in staying up to date with the latest trends and developments in advertising and technology, and I genuinely thought I had done just that.

Yet, stepping into the world of ad tech—more specifically, data clean rooms and data collaboration—has been an eye-opening experience. Like most agency leaders, I was constantly juggling fast-paced client demands, managing the complexities of the ever​-​changing media landscape, and all whilst leading a talented team. There was simply no time to pause and delve into the intricacies of emerging tools like data clean rooms or multi-party data collaboration. I knew these buzzwords, but I didn’t fully grasp their transformative potential. To be honest, they sounded overly technical, intimidating, and time-consuming.

Looking back, there are many conversations I’ve had with clients where data collaboration would have been a game​-​changer for their business – had I known more about it​,​ I could have made a real difference! For media agency leaders navigating today’s challenges, here are the top three things I wish I’d been aware of.

Adele Burke

My first “aha” moment while preparing for this role was the realisation that a data clean room isn’t a product in and of itself—and it is certainly not the end destination. Instead, it’s a foundational technology that enables........

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