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Matches

Exchanging information on overlapping audiences with partners

What are Match Clean Rooms?

Secure matching is a foundational capability of the Optable Data Collaboration Node (DCN). It allows partners to connect their DCNs and exchange information on their audiences and private identity graphs in a secure, controlled, and configurable manner. Secure matching is the foundation of first-party data collaboration in the privacy age of online advertising.

Directional Audience Matching

The universal secure match operation supported by all Optable DCNs by default is the directional audience match. It is a direct match involving at least two partners. In a directional audience match, there is a sender and a receiver, with the sender initiating the operation with a specified source audience. The receiver uses all matchable IDs previously loaded into the DCN to perform the match.

Receiving Matches

All incoming matches are displayed in the Clean Rooms > Matches section of your DCN UI. For each incoming match, you will see a list of match attempts, with the status and results of each attempt. The results display the number of each type of matchable ID found in your DCN that were also present in the sender's source audience.
Additionally, you will find a link from the incoming match description to an automatically created matched audience. The matched audience is assembled from the list of matching identifiers from each successfully completed attempt, and includes all identity clusters to which the matching identifiers belong. Each new and successful attempt updates the active version of the matched audience.
It is important to note that no new IDs are learned by the receiver as a result of a secure match. The result of a secure match is that the receiver learns only the overlapping IDs, which are the existing IDs that the receiver already knows and that are also present in the sender's source audience. Furthermore, no information regarding IDs that are not part of the match is transferred.
The results associated with each received match are made available to both partners. However, the sending partner will only learn the privacy protected values as described in the differential privacy section section.

Sending Matches

Any type of audience can be used to send a secure directional match. To send a match from your Optable DCN, click on the Create Match button from the Clean Rooms > Matches section of the UI and follow the configuration steps.
You can match a single source audience with multiple receiving partners, a separate match will be created for each. You can also configure the match to run at a future time and date or to refresh daily until a specified end date. Refreshing matches will initiate new attempts with the latest available DCN data.
If you are not an Optable DCN customer, you can still send secure matches to DCNs by launching a Flash Node, connecting via Snowflake or by utilizing the Match CLI when being invited by an existing Optable customer.

Traits Transfer

This feature enables Optable customers to securely augment audience user data when configuring match clean rooms. They can now optionally select some trait keys associated with the selected source audience of the match so that the receiver can learn the trait values for the specified trait keys transferred on the overlapping matched audience.
This enables advertisers to share user traits with publishers, allowing sub-segmentation of matched audiences. Additionally, Optable customers can also invite data providers to securely augment first-party audiences with selected user traits.
Match + Traits Transfer Option
It is important before you proceed, that you ensure that you have the necessary legal basis to conduct a data transfer and comply with all applicable privacy laws and regulations. Additionally, to control how the transferred data is used, the sender may wish to enter into a 
Data Transfer Agreement with the recipient.

Partner Settings

1) Receiving traits from a specified partner
Prior to being able to send or receive traits during matches, you and your partner need to setup a partner’s prefix in the Partnership > {Partner} > Settings section of your DCN. This prefix will be prepended to each received traits which will help you recognize which traits are from them across your DCN, and also will help prevent any collision with any existing traits which could potentially already have the same key.
For example, if they transfer a trait with the key age_group, the result will be <prefix>_age_group in your DCN.
It’s important to note that the partner’s prefix can only be configured once and cannot be changed again in the future
Once the partner's prefix is configured, you will now have the ability to enable or disable receiving traits from your partner.
Receiving Traits From Partner Configured And Enabled
2) Sending traits to a specified partner
You are able to see if your partner has enabled the ability to send traits to them during a match. Only they can control if you can or cannot send traits to them, however if it is currently disabled, you have the ability to send them a request to notify them of your interest to have the ability to sending them traits during a match by clicking the
button.
Sending Traits To Partner Enabled

Rename Traits

Before proceeding with the traits transfer, you have the ability to optionally rename any of the selected trait keys in order to adjust what the receiver of the match could learn or understand from those trait keys once they are transferred to your selected partner's DCN.
It is important to note that renaming a trait key only applies to the traits that have been transferred to your partner's DCN during the course of this match clean room, it does not rename the trait keys stored in your own DCN
Renaming a Trait Key Example
In the example above, we selected two Trait Keys to transfer: gender and fave_channel. The Rename Traits option was toggled to
, and the previously selected trait key fave_channel was renamed to favorite_tv_channel.
Renamed trait keys must be unique and between 1 and 100 characters