Editing article

Title

Summary

<div class="block-paragraph_advanced"><p><strong style="font-style: italic; vertical-align: baseline;">Editor’s note</strong><span style="font-style: italic; vertical-align: baseline;">: The post is part of a series showcasing tech companies and data providers that are </span><a href="https://cloud.google.com/solutions/data-cloud-isvs"><span style="font-style: italic; text-decoration: underline; vertical-align: baseline;">Built with BigQuery</span></a><span style="font-style: italic; vertical-align: baseline;">.</span></p>
<hr/>
<p><span style="vertical-align: baseline;">In recent years, changes in consumer privacy regulations have created disruption within the media and advertising ecosystem. Publishers have felt some of the biggest impact, needing to change the way they think about ad monetization so they can continue to respe</span><span style="vertical-align: baseline;">ct u</span><span style="vertical-align: baseline;">ser privacy, reduce reliance on third parties, and build sustainable revenue growth. </span></p>
<p><span style="vertical-align: baseline;">Key to helping publishers navigate these challenges is their data management and collaboration technologies, which enable them to utilize private identity data, extract meaningful business insights, and safely scale data activation. </span></p>
<p><a href="https://www.optable.co/" rel="noopener" target="_blank"><span style="text-decoration: underline; vertical-align: baseline;">Optable</span></a><span style="vertical-align: baseline;"> is the maker of an end-to-end data clean room platform for the advertising industry that integrates with </span><a href="https://cloud.google.com/bigquery?hl=en"><span style="text-decoration: underline; vertical-align: baseline;">BigQuery</span></a><span style="vertical-align: baseline;"> and enables audience activation and insights through connections with downstream systems.</span></p>
<h3><strong style="vertical-align: baseline;">Optimizing data management for monetization </strong></h3>
<p><span style="vertical-align: baseline;">The methods and systems that support audience-focused ad planning, activation, and measurement have undergone a massive shift. As a result, publishers are needing to reevaluate their data strategies, shifting their investments to cloud computing and big data. Unfortunately, a lack of innovation in data management platforms (DMPs) for publishers has stifled revenue growth and created inefficiencies in operations. This lack of ROI in legacy DMPs comes from the following challenges:</span></p>
<ol>
<li role="presentation"><strong style="vertical-align: baseline;">Platforms can’t deliver insights across known users, anonymous traffic, and ad data. </strong><span style="vertical-align: baseline;">A shift across the media landscape to subscription-based approaches and user consent has meant publishers have an influx of first-party data from their audiences. This change means they need new types of privacy-centric tools to not only manage this data, but also combine it with other datasets to derive insights for both internal business operations as well as advertising partners.</span></li>
<li role="presentation"><strong style="vertical-align: baseline;">Identity management can consume the limited resources of modern publishers and media companies</strong><span style="vertical-align: baseline;">. As media consumption has continued to fragment, identifying your audience to deliver relevant media and advertising has become a struggle. Many customer data platforms (CDPs) and legacy DMPs rely on systems that are too rigid and profile-based. This makes it difficult to understand true audience reach and attributes, and leaves analytics teams with incomplete or error-prone data sets.</span></li>
<li role="presentation"><strong style="vertical-align: baseline;">There’s a lack of privacy-centric data monetization tools and integrations for publishers</strong><span style="vertical-align: baseline;">. Given the rapid onset of privacy changes, many publishers are navigating a </span><a href="https://adage.com/article/opinion/digital-marketing-2024-how-privacy-hurdles-and-signal-loss-will-drive-innovation-across-industry/2542421" rel="noopener" target="_blank"><span style="text-decoration: underline; vertical-align: baseline;">reduction in addressability, signal loss, and programmatic revenues</span></a><span style="vertical-align: baseline;">. Current technologies lack interoperability with second-party datasets, advertising ID providers, and ad delivery systems to support direct sales growth.</span></li>
<li role="presentation"><strong style="vertical-align: baseline;">Legacy solutions are not extendable and interoperable across a growing cloud ecosystem</strong><span style="vertical-align: baseline;">.</span><strong style="vertical-align: baseline;"> </strong><span style="vertical-align: baseline;">Data management solutions have not kept up with innovation in the cloud computing ecosystem. This makes data extensibility into native cloud tools for things like modeling, custom queries and data visualization is difficult without cumbersome data copying. Additionally, most data management platforms lack native functionality with cloud-based clean room capabilities, such as data analysis rules and egress restrictions, across all major cloud providers. </span></li>
</ol>
<h3><strong style="vertical-align: baseline;">Privacy-safe addressable ad products for publishers</strong></h3></div>
<div class="block-image_full_width">

</div>
    </div>

</div>
<div class="block-paragraph_advanced"><p><span style="vertical-align: baseline;">Optable is a next-generation data management and collaboration platform that is privacy-focused by design and built to harness the power of today's big data and cloud computing ecosystem. To achieve this, Optable focuses on three key areas of innovation.</span></p>
<p role="presentation"><span style="vertical-align: baseline;">1. </span><strong style="vertical-align: baseline;">Composable identity</strong><span style="vertical-align: baseline;"> <br/></span><span style="vertical-align: baseline;">The Optable platform simplifies the complexities of processing and analyzing audience identity data in the age of privacy. By creating a flexible identity system, publishers can shape their audience graph for maximum accuracy and addressability. Optable also makes it easy to connect alternative identifiers such as UID 2.0 or ID5 to your audience data so that you can understand the full spectrum of advertiser demand and maximize revenue. It’s also straightforward to enrich audience data through connecting to second-party data sources, such as </span><a href="https://www.truedata.co/" rel="noopener" target="_blank"><span style="text-decoration: underline; vertical-align: baseline;">True Data</span></a><span style="vertical-align: baseline;">.</span></p>
<p role="presentation"><span style="vertical-align: baseline;">2. </span><strong style="vertical-align: baseline;">Interoperability focused on monetization<br/></strong><span style="vertical-align: baseline;">Optable makes monetization easy. It’s built the tools and integrations needed to keep up with programmatic ad-tech ecosystem changes. Audience data is fully interoperable through the Google Cloud ecosystem (and beyond), which means it’s easier to activate through ad servers like </span><a href="https://admanager.google.com/intl/en_uk/home/" rel="noopener" target="_blank"><span style="text-decoration: underline; vertical-align: baseline;">Google Ad Manager</span></a><span style="vertical-align: baseline;"> (GAM) or </span><a href="https://marketingplatform.google.com/intl/en_uk/about/display-video-360/" rel="noopener" target="_blank"><span style="text-decoration: underline; vertical-align: baseline;">Google DV 360</span></a><span style="vertical-align: baseline;">, or use pre-built clean room applications within BigQuery. This combination means that direct sales and ad operations teams can quickly and easily move from ad partner planning, to audience building and insights, to actual campaign activation.</span></p></div>
<div class="block-image_full_width">

</div>
    </div>

</div>
<div class="block-paragraph_advanced"><p role="presentation"><span style="vertical-align: baseline;">3. </span><strong style="vertical-align: baseline;">Audience insights across all known users and event traffic</strong><span style="vertical-align: baseline;"> <br/></span><span style="vertical-align: baseline;">Audience building and analysis with Optable provides a comprehensive 360-degree view without the massive upfront engineering that’s usually required. By allowing audiences to be created, synthesized, and managed using both known user data as well as anonymous events (such as page visits or ad serving events from GAM), operational teams can glean meaningful insights, service unique requests from ad partners, and optimize campaign performance. For example, in the image below, Optable Insights shows customers key information about the size and makeup of their private identity graph as well as the makeup of Traits across their audience.</span></p></div>
<div class="block-image_full_width">

</div>
    </div>

</div>
<div class="block-paragraph_advanced"><p><span style="vertical-align: baseline;">One of Optable’s early customers, a major North American news publisher, developed a digital-first publication strategy in 2017. As part of this they built an ad-sales strategy focused on privacy-safe first-party data monetization. A key pillar to their strategy is data collaboration through Optable. Through this investment they achieved a 9% annual increase in ad revenue in 2022.</span></p>
<h3><strong style="vertical-align: baseline;">How Optable creates growth and efficiency</strong></h3>
<p><span style="vertical-align: baseline;">Optable on BigQuery empowers publishers to monetize their data assets, even if they lack engineering resources</span><span style="vertical-align: baseline;">. </span><span style="vertical-align: baseline;">Optable provides the right tools and integrations so teams can use their data to create ad products. For example, audience data can be exported directly into </span><a href="https://support.google.com/google-ads/answer/14639041?hl=en-GB" rel="noopener" target="_blank"><span style="text-decoration: underline; vertical-align: baseline;">Google Ads Data Manager</span></a><span style="vertical-align: baseline;"> for easy activation.</span></p>
<p><span style="vertical-align: baseline;">The data clean room is one of the most important technologies in the media and advertising space. The Optable platform gives publishers pre-built applications that are powered by BigQuery data clean room primitives and APIs. These can also easily be extended to power secure data collaboration across other cloud ecosystems using Optable’s ‘Flash Nodes’ and ‘Flash Connectors.’ Flash Nodes allow companies to invite partners to easily onboard their data into a limited version of Optable simply for the purpose of collaborating with that partner; this reduces the friction of setting up a whole new collaboration platform. Likewise, ‘Flash Connectors’ give companies a set of primitives that can be shared with partners who use AWS, Snowflake, and BigQuery so that Optable users can collaborate directly with partners who house their data in those environments without moving any data.</span></p>
<p><span style="vertical-align: baseline;">Rather than just focusing on moving data in and out, Optable’s platform is built for a data-warehouse centric world, so publishers can extend their capabilities. Identity graphs can be shaped and custom modeling easily deployed directly in BigQuery. Additionally, the capabilities of the Google Data Cloud enable custom use cases such as data visualization in </span><a href="https://cloud.google.com/looker?hl=en"><span style="text-decoration: underline; vertical-align: baseline;">Looker</span></a><span style="vertical-align: baseline;">. To help navigate data security compliance, Optable has built ‘Bring Your Own Account’ functionality to allow customers to utilize a Google BigQuery instance that’s fully controllable.</span></p></div>
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</div>
    </div>

</div>
<div class="block-paragraph_advanced"><p><span style="vertical-align: baseline;">Optable partners with Google across many areas, including a new integration with the </span><a href="https://developers.google.com/privacy-sandbox" rel="noopener" target="_blank"><span style="text-decoration: underline; vertical-align: baseline;">Google Privacy Sandbox</span></a><span style="vertical-align: baseline;"> APIs that enable publishers to easily onboard and activate audiences as well as enabling marketers to run campaigns via Privacy Sandbox. An early access program enables these capabilities directly through the Optable platform. You can </span><a href="https://www.optable.co/google-privacy-sandbox" rel="noopener" target="_blank"><span style="text-decoration: underline; vertical-align: baseline;">learn more here</span></a><span style="vertical-align: baseline;">.</span></p>
<p><span style="vertical-align: baseline;">Later this year, Optable is announcing enhancements to its audience data management and collaboration capabilities, including support for ad serving events through Google Ad Manager and the release of the Google BigQuery Connector to allow for zero-copy partner collaboration. For more information on these and other capabilities please visit the </span><a href="https://www.optable.co/" rel="noopener" target="_blank"><span style="text-decoration: underline; vertical-align: baseline;">Optable website</span></a><span style="vertical-align: baseline;">. </span></p>
<p><span style="vertical-align: baseline;">Optable also recently became a</span><a href="https://cloud.google.com/marketplace?hl=en"><span style="text-decoration: underline; vertical-align: baseline;"> Google Cloud Marketplace</span></a><span style="vertical-align: baseline;"> vendor, so Google Cloud customers can now purchase and implement Optable’s platform directly. Following the recently announced </span><a href="https://cloud.google.com/blog/products/data-analytics/bigquery-data-clean-rooms-now-generally-available?e=48754805#:~:text=To%20facilitate%20this%20type%20of,to%20protect%20the%20underlying%20data."><span style="text-decoration: underline; vertical-align: baseline;">general availability of BigQuery data clean rooms</span></a><span style="vertical-align: baseline;">, the Optable and Google teams are working on an integration to unlock more planning, activation and measurement use cases for the media and advertising ecosystem.</span></p>
<h3><strong style="vertical-align: baseline;">The Built with BigQuery advantage</strong></h3>
<p><span style="vertical-align: baseline;">Built with BigQuery helps companies like Optable build innovative applications with Google Data Cloud. Participating companies can: </span></p>
<ul>
<li aria-level="1" style="list-style-type: disc; vertical-align: baseline;">
<p role="presentation"><span style="vertical-align: baseline;">Accelerate product design and architecture through access to designated experts who can provide insight into key use cases, architectural patterns, and best practices. </span></p>
</li>
<li aria-level="1" style="list-style-type: disc; vertical-align: baseline;">
<p role="presentation"><span style="vertical-align: baseline;">Amplify success with joint marketing programs to drive awareness, generate demand, and increase adoption. </span></p>
</li>
</ul>
<p><span style="vertical-align: baseline;">BigQuery gives ISVs the advantage of a powerful, highly scalable unified AI lakehouse that’s integrated with Google Cloud’s open, secure, sustainable platform. </span><a href="https://cloud.google.com/solutions/data-cloud-isvs"><span style="text-decoration: underline; vertical-align: baseline;">Click here to learn more about Built with BigQuery</span></a></p></div>

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title: 'Built with BigQuery: Making data activation and monetization accessible with
  Optable'
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summary: "<div class=\"block-paragraph_advanced\"><p><strong style=\"font-style: italic;
  vertical-align: baseline;\">Editor’s note</strong><span style=\"font-style: italic;
  vertical-align: baseline;\">: The post is part of a series showcasing tech companies
  and data providers that are </span><a href=\"https://cloud.google.com/solutions/data-cloud-isvs\"><span
  style=\"font-style: italic; text-decoration: underline; vertical-align: baseline;\">Built
  with BigQuery</span></a><span style=\"font-style: italic; vertical-align: baseline;\">.</span></p>\n<hr/>\n<p><span
  style=\"vertical-align: baseline;\">In recent years, changes in consumer privacy
  regulations have created disruption within the media and advertising ecosystem.
  Publishers have felt some of the biggest impact, needing to change the way they
  think about ad monetization so they can continue to respe</span><span style=\"vertical-align:
  baseline;\">ct u</span><span style=\"vertical-align: baseline;\">ser privacy, reduce
  reliance on third parties, and build sustainable revenue growth. </span></p>\n<p><span
  style=\"vertical-align: baseline;\">Key to helping publishers navigate these challenges
  is their data management and collaboration technologies, which enable them to utilize
  private identity data, extract meaningful business insights, and safely scale data
  activation. </span></p>\n<p><a href=\"https://www.optable.co/\" rel=\"noopener\"
  target=\"_blank\"><span style=\"text-decoration: underline; vertical-align: baseline;\">Optable</span></a><span
  style=\"vertical-align: baseline;\"> is the maker of an end-to-end data clean room
  platform for the advertising industry that integrates with </span><a href=\"https://cloud.google.com/bigquery?hl=en\"><span
  style=\"text-decoration: underline; vertical-align: baseline;\">BigQuery</span></a><span
  style=\"vertical-align: baseline;\"> and enables audience activation and insights
  through connections with downstream systems.</span></p>\n<h3><strong style=\"vertical-align:
  baseline;\">Optimizing data management for monetization </strong></h3>\n<p><span
  style=\"vertical-align: baseline;\">The methods and systems that support audience-focused
  ad planning, activation, and measurement have undergone a massive shift. As a result,
  publishers are needing to reevaluate their data strategies, shifting their investments
  to cloud computing and big data. Unfortunately, a lack of innovation in data management
  platforms (DMPs) for publishers has stifled revenue growth and created inefficiencies
  in operations. This lack of ROI in legacy DMPs comes from the following challenges:</span></p>\n<ol>\n<li
  role=\"presentation\"><strong style=\"vertical-align: baseline;\">Platforms can’t
  deliver insights across known users, anonymous traffic, and ad data. </strong><span
  style=\"vertical-align: baseline;\">A shift across the media landscape to subscription-based
  approaches and user consent has meant publishers have an influx of first-party data
  from their audiences. This change means they need new types of privacy-centric tools
  to not only manage this data, but also combine it with other datasets to derive
  insights for both internal business operations as well as advertising partners.</span></li>\n<li
  role=\"presentation\"><strong style=\"vertical-align: baseline;\">Identity management
  can consume the limited resources of modern publishers and media companies</strong><span
  style=\"vertical-align: baseline;\">. As media consumption has continued to fragment,
  identifying your audience to deliver relevant media and advertising has become a
  struggle. Many customer data platforms (CDPs) and legacy DMPs rely on systems that
  are too rigid and profile-based. This makes it difficult to understand true audience
  reach and attributes, and leaves analytics teams with incomplete or error-prone
  data sets.</span></li>\n<li role=\"presentation\"><strong style=\"vertical-align:
  baseline;\">There’s a lack of privacy-centric data monetization tools and integrations
  for publishers</strong><span style=\"vertical-align: baseline;\">. Given the rapid
  onset of privacy changes, many publishers are navigating a </span><a href=\"https://adage.com/article/opinion/digital-marketing-2024-how-privacy-hurdles-and-signal-loss-will-drive-innovation-across-industry/2542421\"
  rel=\"noopener\" target=\"_blank\"><span style=\"text-decoration: underline; vertical-align:
  baseline;\">reduction in addressability, signal loss, and programmatic revenues</span></a><span
  style=\"vertical-align: baseline;\">. Current technologies lack interoperability
  with second-party datasets, advertising ID providers, and ad delivery systems to
  support direct sales growth.</span></li>\n<li role=\"presentation\"><strong style=\"vertical-align:
  baseline;\">Legacy solutions are not extendable and interoperable across a growing
  cloud ecosystem</strong><span style=\"vertical-align: baseline;\">.</span><strong
  style=\"vertical-align: baseline;\"> </strong><span style=\"vertical-align: baseline;\">Data
  management solutions have not kept up with innovation in the cloud computing ecosystem.
  This makes data extensibility into native cloud tools for things like modeling,
  custom queries and data visualization is difficult without cumbersome data copying.
  Additionally, most data management platforms lack native functionality with cloud-based
  clean room capabilities, such as data analysis rules and egress restrictions, across
  all major cloud providers. </span></li>\n</ol>\n<h3><strong style=\"vertical-align:
  baseline;\">Privacy-safe addressable ad products for publishers</strong></h3></div>\n<div
  class=\"block-image_full_width\">\n\n\n\n\n\n\n  \n    <div class=\"article-module
  h-c-page\">\n      <div class=\"h-c-grid\">\n  \n\n    <figure class=\"article-image--large\n
  \     \n      \n        h-c-grid__col\n        h-c-grid__col--6 h-c-grid__col--offset-3\n
  \       \n        \n      \"\n      >\n\n      \n      \n        \n        <img\n
  \           src=\"https://storage.googleapis.com/gweb-cloudblog-publish/images/1._Optable_Overview.max-1000x1000.png\"\n
  \       \n          alt=\"1. Optable Overview\">\n        \n        </a>\n      \n
  \   </figure>\n\n  \n      </div>\n    </div>\n  \n\n\n\n\n</div>\n<div class=\"block-paragraph_advanced\"><p><span
  style=\"vertical-align: baseline;\">Optable is a next-generation data management
  and collaboration platform that is privacy-focused by design and built to harness
  the power of today's big data and cloud computing ecosystem. To achieve this, Optable
  focuses on three key areas of innovation.</span></p>\n<p role=\"presentation\"><span
  style=\"vertical-align: baseline;\">1. </span><strong style=\"vertical-align: baseline;\">Composable
  identity</strong><span style=\"vertical-align: baseline;\"> <br/></span><span style=\"vertical-align:
  baseline;\">The Optable platform simplifies the complexities of processing and analyzing
  audience identity data in the age of privacy. By creating a flexible identity system,
  publishers can shape their audience graph for maximum accuracy and addressability.
  Optable also makes it easy to connect alternative identifiers such as UID 2.0 or
  ID5 to your audience data so that you can understand the full spectrum of advertiser
  demand and maximize revenue. It’s also straightforward to enrich audience data through
  connecting to second-party data sources, such as </span><a href=\"https://www.truedata.co/\"
  rel=\"noopener\" target=\"_blank\"><span style=\"text-decoration: underline; vertical-align:
  baseline;\">True Data</span></a><span style=\"vertical-align: baseline;\">.</span></p>\n<p
  role=\"presentation\"><span style=\"vertical-align: baseline;\">2. </span><strong
  style=\"vertical-align: baseline;\">Interoperability focused on monetization<br/></strong><span
  style=\"vertical-align: baseline;\">Optable makes monetization easy. It’s built
  the tools and integrations needed to keep up with programmatic ad-tech ecosystem
  changes. Audience data is fully interoperable through the Google Cloud ecosystem
  (and beyond), which means it’s easier to activate through ad servers like </span><a
  href=\"https://admanager.google.com/intl/en_uk/home/\" rel=\"noopener\" target=\"_blank\"><span
  style=\"text-decoration: underline; vertical-align: baseline;\">Google Ad Manager</span></a><span
  style=\"vertical-align: baseline;\"> (GAM) or </span><a href=\"https://marketingplatform.google.com/intl/en_uk/about/display-video-360/\"
  rel=\"noopener\" target=\"_blank\"><span style=\"text-decoration: underline; vertical-align:
  baseline;\">Google DV 360</span></a><span style=\"vertical-align: baseline;\">,
  or use pre-built clean room applications within BigQuery. This combination means
  that direct sales and ad operations teams can quickly and easily move from ad partner
  planning, to audience building and insights, to actual campaign activation.</span></p></div>\n<div
  class=\"block-image_full_width\">\n\n\n\n\n\n\n  \n    <div class=\"article-module
  h-c-page\">\n      <div class=\"h-c-grid\">\n  \n\n    <figure class=\"article-image--large\n
  \     \n      \n        h-c-grid__col\n        h-c-grid__col--6 h-c-grid__col--offset-3\n
  \       \n        \n      \"\n      >\n\n      \n      \n        \n        <img\n
  \           src=\"https://storage.googleapis.com/gweb-cloudblog-publish/images/2._Optable_Data_flow.max-1000x1000.png\"\n
  \       \n          alt=\"2. Optable Data flow\">\n        \n        </a>\n      \n
  \   </figure>\n\n  \n      </div>\n    </div>\n  \n\n\n\n\n</div>\n<div class=\"block-paragraph_advanced\"><p
  role=\"presentation\"><span style=\"vertical-align: baseline;\">3. </span><strong
  style=\"vertical-align: baseline;\">Audience insights across all known users and
  event traffic</strong><span style=\"vertical-align: baseline;\"> <br/></span><span
  style=\"vertical-align: baseline;\">Audience building and analysis with Optable
  provides a comprehensive 360-degree view without the massive upfront engineering
  that’s usually required. By allowing audiences to be created, synthesized, and managed
  using both known user data as well as anonymous events (such as page visits or ad
  serving events from GAM), operational teams can glean meaningful insights, service
  unique requests from ad partners, and optimize campaign performance. For example,
  in the image below, Optable Insights shows customers key information about the size
  and makeup of their private identity graph as well as the makeup of Traits across
  their audience.</span></p></div>\n<div class=\"block-image_full_width\">\n\n\n\n\n\n\n
  \ \n    <div class=\"article-module h-c-page\">\n      <div class=\"h-c-grid\">\n
  \ \n\n    <figure class=\"article-image--large\n      \n      \n        h-c-grid__col\n
  \       h-c-grid__col--6 h-c-grid__col--offset-3\n        \n        \n      \"\n
  \     >\n\n      \n      \n        \n        <img\n            src=\"https://storage.googleapis.com/gweb-cloudblog-publish/images/3._Optable_Insights_Screenshot.max-1000x1000.png\"\n
  \       \n          alt=\"3. Optable Insights Screenshot\">\n        \n        </a>\n
  \     \n    </figure>\n\n  \n      </div>\n    </div>\n  \n\n\n\n\n</div>\n<div
  class=\"block-paragraph_advanced\"><p><span style=\"vertical-align: baseline;\">One
  of Optable’s early customers, a major North American news publisher, developed a
  digital-first publication strategy in 2017. As part of this they built an ad-sales
  strategy focused on privacy-safe first-party data monetization. A key pillar to
  their strategy is data collaboration through Optable. Through this investment they
  achieved a 9% annual increase in ad revenue in 2022.</span></p>\n<h3><strong style=\"vertical-align:
  baseline;\">How Optable creates growth and efficiency</strong></h3>\n<p><span style=\"vertical-align:
  baseline;\">Optable on BigQuery empowers publishers to monetize their data assets,
  even if they lack engineering resources</span><span style=\"vertical-align: baseline;\">.
  </span><span style=\"vertical-align: baseline;\">Optable provides the right tools
  and integrations so teams can use their data to create ad products. For example,
  audience data can be exported directly into </span><a href=\"https://support.google.com/google-ads/answer/14639041?hl=en-GB\"
  rel=\"noopener\" target=\"_blank\"><span style=\"text-decoration: underline; vertical-align:
  baseline;\">Google Ads Data Manager</span></a><span style=\"vertical-align: baseline;\">
  for easy activation.</span></p>\n<p><span style=\"vertical-align: baseline;\">The
  data clean room is one of the most important technologies in the media and advertising
  space. The Optable platform gives publishers pre-built applications that are powered
  by BigQuery data clean room primitives and APIs. These can also easily be extended
  to power secure data collaboration across other cloud ecosystems using Optable’s
  ‘Flash Nodes’ and ‘Flash Connectors.’ Flash Nodes allow companies to invite partners
  to easily onboard their data into a limited version of Optable simply for the purpose
  of collaborating with that partner; this reduces the friction of setting up a whole
  new collaboration platform. Likewise, ‘Flash Connectors’ give companies a set of
  primitives that can be shared with partners who use AWS, Snowflake, and BigQuery
  so that Optable users can collaborate directly with partners who house their data
  in those environments without moving any data.</span></p>\n<p><span style=\"vertical-align:
  baseline;\">Rather than just focusing on moving data in and out, Optable’s platform
  is built for a data-warehouse centric world, so publishers can extend their capabilities.
  Identity graphs can be shaped and custom modeling easily deployed directly in BigQuery.
  Additionally, the capabilities of the Google Data Cloud enable custom use cases
  such as data visualization in </span><a href=\"https://cloud.google.com/looker?hl=en\"><span
  style=\"text-decoration: underline; vertical-align: baseline;\">Looker</span></a><span
  style=\"vertical-align: baseline;\">. To help navigate data security compliance,
  Optable has built ‘Bring Your Own Account’ functionality to allow customers to utilize
  a Google BigQuery instance that’s fully controllable.</span></p></div>\n<div class=\"block-image_full_width\">\n\n\n\n\n\n\n
  \ \n    <div class=\"article-module h-c-page\">\n      <div class=\"h-c-grid\">\n
  \ \n\n    <figure class=\"article-image--large\n      \n      \n        h-c-grid__col\n
  \       h-c-grid__col--6 h-c-grid__col--offset-3\n        \n        \n      \"\n
  \     >\n\n      \n      \n        \n        <img\n            src=\"https://storage.googleapis.com/gweb-cloudblog-publish/images/4._Optable_Marketecture.max-1000x1000.png\"\n
  \       \n          alt=\"4. Optable Marketecture\">\n        \n        </a>\n      \n
  \   </figure>\n\n  \n      </div>\n    </div>\n  \n\n\n\n\n</div>\n<div class=\"block-paragraph_advanced\"><p><span
  style=\"vertical-align: baseline;\">Optable partners with Google across many areas,
  including a new integration with the </span><a href=\"https://developers.google.com/privacy-sandbox\"
  rel=\"noopener\" target=\"_blank\"><span style=\"text-decoration: underline; vertical-align:
  baseline;\">Google Privacy Sandbox</span></a><span style=\"vertical-align: baseline;\">
  APIs that enable publishers to easily onboard and activate audiences as well as
  enabling marketers to run campaigns via Privacy Sandbox. An early access program
  enables these capabilities directly through the Optable platform. You can </span><a
  href=\"https://www.optable.co/google-privacy-sandbox\" rel=\"noopener\" target=\"_blank\"><span
  style=\"text-decoration: underline; vertical-align: baseline;\">learn more here</span></a><span
  style=\"vertical-align: baseline;\">.</span></p>\n<p><span style=\"vertical-align:
  baseline;\">Later this year, Optable is announcing enhancements to its audience
  data management and collaboration capabilities, including support for ad serving
  events through Google Ad Manager and the release of the Google BigQuery Connector
  to allow for zero-copy partner collaboration. For more information on these and
  other capabilities please visit the </span><a href=\"https://www.optable.co/\" rel=\"noopener\"
  target=\"_blank\"><span style=\"text-decoration: underline; vertical-align: baseline;\">Optable
  website</span></a><span style=\"vertical-align: baseline;\">. </span></p>\n<p><span
  style=\"vertical-align: baseline;\">Optable also recently became a</span><a href=\"https://cloud.google.com/marketplace?hl=en\"><span
  style=\"text-decoration: underline; vertical-align: baseline;\"> Google Cloud Marketplace</span></a><span
  style=\"vertical-align: baseline;\"> vendor, so Google Cloud customers can now purchase
  and implement Optable’s platform directly. Following the recently announced </span><a
  href=\"https://cloud.google.com/blog/products/data-analytics/bigquery-data-clean-rooms-now-generally-available?e=48754805#:~:text=To%20facilitate%20this%20type%20of,to%20protect%20the%20underlying%20data.\"><span
  style=\"text-decoration: underline; vertical-align: baseline;\">general availability
  of BigQuery data clean rooms</span></a><span style=\"vertical-align: baseline;\">,
  the Optable and Google teams are working on an integration to unlock more planning,
  activation and measurement use cases for the media and advertising ecosystem.</span></p>\n<h3><strong
  style=\"vertical-align: baseline;\">The Built with BigQuery advantage</strong></h3>\n<p><span
  style=\"vertical-align: baseline;\">Built with BigQuery helps companies like Optable
  build innovative applications with Google Data Cloud. Participating companies can: </span></p>\n<ul>\n<li
  aria-level=\"1\" style=\"list-style-type: disc; vertical-align: baseline;\">\n<p
  role=\"presentation\"><span style=\"vertical-align: baseline;\">Accelerate product
  design and architecture through access to designated experts who can provide insight
  into key use cases, architectural patterns, and best practices. </span></p>\n</li>\n<li
  aria-level=\"1\" style=\"list-style-type: disc; vertical-align: baseline;\">\n<p
  role=\"presentation\"><span style=\"vertical-align: baseline;\">Amplify success
  with joint marketing programs to drive awareness, generate demand, and increase
  adoption. </span></p>\n</li>\n</ul>\n<p><span style=\"vertical-align: baseline;\">BigQuery
  gives ISVs the advantage of a powerful, highly scalable unified AI lakehouse that’s
  integrated with Google Cloud’s open, secure, sustainable platform. </span><a href=\"https://cloud.google.com/solutions/data-cloud-isvs\"><span
  style=\"text-decoration: underline; vertical-align: baseline;\">Click here to learn
  more about Built with BigQuery</span></a></p></div>"
url: https://cloud.google.com/blog/products/data-analytics/optable-data-clean-room-platform-integrates-with-bigquery/
author: Bennett Crumbling
published: 2024-05-13 16:00:00.000000000 Z
carlessian_info:
  news_filer_version: 2
  newspaper: Google Cloud Blog
  macro_region: Technology
entry_id: !ruby/object:Feedjira::Parser::GloballyUniqueIdentifier
  guid: https://cloud.google.com/blog/products/data-analytics/optable-data-clean-room-platform-integrates-with-bigquery/
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