Meta showcases data clean room results at Australia's measurement conference

IAB Australia held MeasureUp 2025 on September 10, 2025, bringing together insights professionals, data specialists, advertising practitioners, agency teams, marketers, academics, and technology vendors at the NSW Teachers Federation Conference Centre in Surry Hills. The ninth annual edition of Australia's largest measurement conference featured presentations from major platforms including Meta, Google, LinkedIn, The Trade Desk, and Snapchat, addressing privacy-focused measurement approaches and data collaboration frameworks.

Meta presented case studies demonstrating quantifiable outcomes from its Advanced Analytics platform, a data clean room environment currently in beta status. The presentations revealed substantial performance variations across different audience segments and measurable revenue improvements from first-party data implementation. According to presentation materials from the event, one travel and leisure brand achieved 14% incremental revenue through first-party data segments while observing 27-fold variation in performance across different audience cohorts.

Data clean rooms function as secure collaboration environments where multiple parties analyze aggregated datasets without exposing individual user information. Meta's Advanced Analytics operates as a server environment supporting SQL-based custom measurement and analysis, combining advertiser data with Meta platform data while maintaining privacy controls. The system processes data uploaded through the Advanced Measurement API, AA Uploader, or Business Tools including Pixel, Conversion API, and Offline Event Sets.

The platform requires SQL-based query execution through pre-approved templates for common measurement scenarios. Privacy protections operate through aggregation thresholds and regulatory compliance mechanisms that prevent individual user identification. Advertisers can schedule automated queries aligned with decision-making cycles while analyzing campaign performance across different strategic approaches.

Meta's presentation outlined results from 120 tests across 20 campaigns, delivering over 15 million in value for participating brands. The Advanced Analytics framework enables brands to measure conversion lift experiments, conduct attribution modeling, and analyze frequency and reach patterns through closed-loop measurement approaches. Participating brands included PepsiCo, Virgin Australia, McDonald's, Bacardi, and Beiersdorf, according to materials presented at the conference.

A quick-service restaurant brand tested personalized messaging effectiveness through exposed versus control methodology. The analysis revealed 20% higher average transaction value per customer and 5% increase in average purchases per customer when comparing personalized communications against generic messages. The measurement linked transactional data to Meta Advanced Analytics, enabling return on investment assessment of different messaging strategies.

PepsiCo implemented audience segmentation grounded in purchase data across its brand portfolio. The beverage company created first-in-market data-driven communications strategy utilizing real purchase information rather than demographic assumptions. Results showed 42% increase in lower-funnel effectiveness with double-digit differences in incremental return on advertising spend between top-performing and least-performing data sources.

The event agenda included Nicolas Celedon, Head of Data, Measurement & Analytics at Google, and Tom Braybrook, Managing Director at Choreograph, presenting on modern measurement approaches at 10:55 a.m. Subsequent sessions addressed media owner collaboration for marketing measurement, retail media return on investment frameworks, Generation Z consumer research, and omnichannel campaign performance.

PPC Land has extensively documented the expansion of data clean room infrastructure across the advertising industry. NIQ launched its data clean room on Snowflake on October 2, 2025, enabling marketers to enrich first-party data and measure campaign outcomes across global markets. The consumer intelligence company's platform supports audience discovery, segmentation, scoring, and campaign activation while protecting consumer data and maintaining global privacy standards.

Major streaming platforms have integrated clean room providers into advertising operations. Netflix partnered with Snowflake, InfoSum, and LiveRamp to facilitate secure data matching between advertiser first-party data and Netflix audience segments without compromising individual privacy. These partnerships enable measurement and targeting capabilities across fragmented streaming environments.

VideoAmp announced an expanded partnership with Amazon Web Services on July 9, 2025, delivering privacy-enhanced measurement solutions through AWS Clean Rooms. The Los Angeles-based media measurement company provides proprietary analytics directly within AWS's secure data collaboration environment, enabling advertisers and publishers to analyze campaign performance without exposing underlying datasets.

The Federal Trade Commission issued guidance on November 13, 2024, warning that data clean rooms present complicated privacy implications despite marketing claims. The regulatory body emphasized that most clean room services are not privacy-preserving by default. The commission's technical analysis revealed that data clean rooms can add new avenues for data leaks and breaches, as giving another system access to a dataset expands the perimeter requiring defense against attack and error.

Avik Dalal, Marketing Science Partner at Meta, Trent Durfee, Director of Data Collaboration & Data Partnerships at Annalect, and Raphael Ferraz de Campos, Consumer DNA Manager at PepsiCo, presented the data clean rooms session at 1:50 p.m. The presentation outlined four-step implementation cycles: framing business questions with clear stakeholders and key performance indicators, running analysis through Advanced Analytics query templates, taking action based on insights, and validating strategies through conversion lift or A/B testing.

Campaign objectives guide measurement approaches to understand true incremental impacts, according to presentation materials. Measurement frameworks encompass new customer acquisition counting, switching analysis determining revenue sources, buying pattern analysis measuring frequency and basket size impact, ad-exposed customer analysis reviewing behavior changes, brand impact assessment, and audience plus creative impact evaluation.

The afternoon schedule included presentations on full-funnel business-to-business measurement from Eftsure and LinkedIn, omnichannel campaign performance from Unilever and The Trade Desk, and cross-channel societal impact measurement from Nine and Kantar. Tom Booth from Lion Beverages, Harrison Bland from Zenith, Mohammad Heidari Far from Flywheel, Alison Silver from PepsiCo, and moderator Lela Richmond-Johnson from Criteo discussed proving performance across the marketing funnel.

IAB Australia described MeasureUp as bringing together delegates to co-create and influence future marketing measurement thinking. The organization operates as the peak trade association for online advertising in Australia, representing one of over 43 IAB offices globally with rapidly growing membership. Its mandate encompasses supporting sustainable and diverse investment in digital advertising across all platforms in Australia.

Marketing professionals recognize measurement challenges across the industry. Research released September 4, 2025, revealed that 45% of marketing data used for business decisions contains incompleteness, inaccuracy, or outdated information. No single chief marketing officer surveyed considered their data more than 75% reliable, highlighting severity of quality challenges facing marketing organizations.

First-party data strategies have become increasingly important as traditional third-party browser data becomes less accurate and raises privacy concerns. Organizations must capture and activate customer and business data collected with appropriate consent, including email addresses and site visitor information. This transformation requires establishing proper governance through steering committees of relevant stakeholders, including chief marketing officers and chief financial officers as sponsors.

Google introduced four significant measurement updates on May 2, 2025, helping marketers strengthen first-party data strategies and improve app campaign performance reporting. The announcement included Google tag gateway for advertisers, enabling marketers to run Google tags through their own website infrastructure such as content delivery networks, load balancers, or web servers. Internal data showed advertisers implementing the first-party data variant experienced a median 19% reduction in cost per acquisition on Google-owned inventory.

IAB Tech Lab launched the Publisher Advertiser Identity Reconciliation protocol on September 26, 2024, enabling advertisers and publishers to match audiences privately without third-party cookies. The open standard supports interoperability between data clean rooms and allows all demand-side platforms to adopt it for enhanced privacy-safe audience targeting. Data clean rooms generate unique encryption keys for publishers and advertisers, who upload raw ID lists to respective clean rooms before encryption creates paired identifiers.

The MeasureUp presentations addressed measurement across multiple dimensions including incrementality testing, attribution modeling, audience segmentation analysis, and cross-platform performance assessment. Conference sponsors included Cint, dynata, Google, IAS, Meta, and Samba TV, reflecting broad industry participation in measurement standardization discussions.

The event schedule extended from 8:15 a.m. registrations through 7 p.m. networking in the heritage room. Morning sessions covered measurement modernization for contemporary media reality, global measurement leadership perspectives from IAB United States, and carbon emission reduction approaches for effectiveness improvement. Additional afternoon presentations examined Generation Z as the first fully digital generation through Ipsos research and TikTok plus Tinder campaign effectiveness measurement.

Marketing measurement methods have become increasingly complex due to privacy changes and fragmented consumer journeys, requiring organizations to implement systematic approaches combining multiple methodologies. Platform modifications have complicated data quality management throughout 2025. Google Analytics enhanced ecommerce data functionality in August 2025, while Meta deprecated additional Page Insights API metrics scheduled for November 2025 implementation. These platform changes require continuous adaptation of measurement infrastructure.

Organizations must maintain data quality standards while navigating evolving technical requirements across multiple advertising and analytics platforms. The research emphasizes that artificial intelligence advancement in marketing analytics increases rather than diminishes data quality importance. According to Gartner estimates, inadequate data quality costs organizations an average of $12.9 million annually through misleading insights, poor decisions, and wasted resources.

European research published in July 2025 revealed that while 88% of buyers require return on advertising spend data, only 71% of retail media networks currently provide this measurement, highlighting inconsistencies across the ecosystem. Media measurement and attribution topped areas requiring standardization, with 78% and 69% of stakeholders respectively identifying these as critical needs, according to IAB Europe's research. The organization addresses these gaps through Measurement Standards for Retail Media, providing frameworks for consistent metric comparison across platforms.

Australian market demonstrates sophisticated approaches to omnichannel integration, with retailers developing capabilities bridging physical and digital experiences. This foundation enables comprehensive customer journey optimization across touchpoints, aligning with outcome measurement capabilities emphasized in data clean room offerings. Retail media spending achieved 22.1% growth in 2024, outpacing the broader advertising market by nearly four times, according to IAB Europe data.

The presentations underscored data collaboration as essential infrastructure for addressing fundamental industry challenges around first-party data activation and outcome measurement. Marketers managing campaigns across multiple retail media networks face persistent standardization gaps that limit cross-platform performance comparison. The emphasis on outcome measurement aligns with broader industry shifts toward commerce-driven attribution models.

Brand diversification across retail media networks has accelerated, with brands working with four to six networks more than doubling from 10% to 24% in European markets. This proliferation creates operational complexity requiring unified measurement frameworks that clean room technology addresses. The standardization requirements extend beyond technical implementation to encompass consistent metric definitions, transparent methodology documentation, and comparable reporting formats.

Video content, photo galleries, and presentation materials from MeasureUp 2025 became available through IAB Australia's website following the conference. The organization published a wrap-up document summarizing key takeaways from the day's sessions. Downloaded presentations included materials from The Trade Desk on omnichannel edge performance, Ipsos on Generation Z understanding, Meta on data clean rooms insights, Kantar and Nine on societal impact measurement, WPP Media on carbon reduction, Circana on retail media return on investment, Eftsure on business-to-business measurement, and Angelina Eng from IAB United States on outcomes-driven measurement.

Timeline

• September 10, 2025 - IAB Australia holds MeasureUp 2025, its ninth annual measurement conference, at NSW Teachers Federation Conference Centre in Surry Hills
• July 9, 2025 - VideoAmp expands AWS partnership for privacy-enhanced measurement solutions through Clean Rooms
• May 2, 2025 - Google introduces measurement updates including tag gateway and enhanced app measurement tools showing 19% median CPA reduction
• January 26, 2025 - Google releases first-party data activation playbook emphasizing customer data collection with consent
• November 13, 2024 - FTC issues guidance warning that data clean rooms have complicated privacy implications
• September 30, 2024 - IAB Tech Lab launches PAIR protocol for first-party data matching without third-party cookies
• October 2, 2025 - NIQ launches data clean room on Snowflake for ad measurement and first-party data enrichment
• September 4, 2025 - Research reveals 45% of marketing data used for business decisions contains accuracy problems

Summary

Who: IAB Australia organized the ninth annual MeasureUp conference with presentations from Meta, Google, LinkedIn, The Trade Desk, Snapchat, and other major platforms. Marketing Science Partner Avik Dalal from Meta, Director Trent Durfee from Annalect, and Consumer DNA Manager Raphael Ferraz de Campos from PepsiCo presented data clean room implementation results. Brands including PepsiCo, Virgin Australia, McDonald's, Bacardi, and Beiersdorf participated in case studies.

What: The conference focused on privacy-focused measurement approaches and data collaboration frameworks through data clean rooms. Meta showcased its Advanced Analytics platform, demonstrating 120 tests across 20 campaigns delivering over 15 million in value. Results included 14% incremental revenue from first-party data segments for travel brands, 27-fold performance variation across segments, 20% higher transaction values for personalized messaging in quick-service restaurants, and 42% increase in lower-funnel effectiveness for beverage brands through purchase-based segmentation.

When: IAB Australia held MeasureUp 2025 on September 10, 2025, from 8:15 a.m. through 7 p.m., marking the ninth year of the conference. The data clean rooms presentation occurred at 1:50 p.m. during the afternoon session schedule.

Where: The conference took place at the NSW Teachers Federation Conference Centre in Surry Hills, Sydney, Australia. Case studies presented covered implementations across multiple markets including Australia and global deployments of data clean room technology.

Why: The conference addressed critical industry challenges around data privacy, measurement accuracy, and first-party data activation amid evolving privacy regulations and the deprecation of traditional tracking methods. Organizations require unified measurement frameworks as marketing data quality problems affect 45% of business decisions and brands increasingly manage campaigns across four to six retail media networks. The emphasis on data clean rooms reflects industry shifts toward privacy-preserving measurement technologies while maintaining campaign performance insights and cross-platform attribution capabilities.