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      "text": "1. In the world of privacy-preserving technology, data clean rooms (DCRs) have become an essential collaboration tool for audience insights, measurement, and data activation in a privacy-centric ecosystem.\n2. While users are primarily leveraging DCRs to mitigate privacy risks and to activate audiences, they’re not tapping the full potential of the technology’s advanced measurement capabilities.\n3. Although DCRs offer innovative, privacy-preserving use cases, they are not a turnkey technology—they require significant investments in talent, financial resources, and setup, including data infrastructure and connectivity as well as onboarding.\n4. DCR requires investments that create a high barrier to entry which puts smaller industry players including agencies, brands, and publishers at a disadvantage.\n5. It is incumbent upon all data providers, including walled gardens, to make their data interoperable so advertisers can measure full campaign effectiveness and ROI.",
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