How Clorox Uses Data Clean Rooms to Unlock Powerful Personalization (AI Marketing Explained)

In this episode, I share snippets of a recent episode of the Flywheel Commerce Collective podcast, and take you inside how Clorox has evolved its approach to data clean rooms. In short: an experimental investment just a few years ago has now become a foundational pillar of modern marketing. What’s changed? A lot. I break down how clean rooms are no longer just a “nice-to-have” piece of tech, but essential infrastructure powering personalization in a privacy-first world.I dig into real-world examples shared by Tiffany Tan, Head of eCommerce Growth Accelerator at Clorox, including how Clorox tailors messaging based on context, behavior, and intent rather than demographics. From back-to-college campaigns, to crisis-driven demand spikes, this episode explores how brands are finally getting closer to the “why” behind consumer behavior, and what that means for the future of retail media and AI-driven marketing.This episode is sponsored by Mirakl AdsTimeline[00:00] – Clorox’s early investment in clean rooms and the 2023 CES context[00:51] – Tiffany Tan’s recent insights and how the conversation has evolved[01:00] – Publicis acquires LiveRamp for $2.2B — why this validates the space[02:00] – Clean rooms reframed as a personalization enabler, not just technology[03:30] – Brita example: tailoring messaging for back-to-college moments[05:12] – Crisis scenario: lead in water and high-intent consumer behavior[08:15] – Measuring success: why personalization is cumulative over timeLinks & ResourcesListen to Tiffany Tan's full appearance on The Commerce Collective Podcast: How Clorox is building toward 1:1, personalized marketing in a multi-retailer worldSubscribe to The Commerce Collective Podcast on Apple PodcastsFollow Tiffany Tan, Head of eCommerce Growth Accelerator at The Clorox Company, on LinkedInFollow Emma Irwin, Brand Marketing Manager @ Flywheel & Host of The Commerce Collective Podcast, on LinkedInRead my related articles:LiveRamp's Acquisition: Three Hot Takes That Matter To Retail MediaWhoever Owns the Budget Determines What Retail Media Is Allowed to BeThe Retail Media Buffet Has Gotten A Lot Less EnticingEMARKETER is teaming up again with Bain to survey retail media network leaders for a unique insight into the forces shaping the industry. The survey is intended for people working in-house on retail media teams, and it is global this year! The survey is also double-anonymized. The survey organizers will not know, nor are they trying to determine, which specific retail media network a respondent works for. The goal is to understand broader retail media trends, not attribute responses to individual companies. Please take the survey here. In Atlanta? Join the Commerce Media Happy Hour on Wednesday May 20! RSVP hereI am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn