For all marketer excitement about the capabilities of data clean rooms, there has been a growing misconception that the data within them is automatically privacy safe.

While there haven’t (yet) been any high-profile data breaches connected with clean rooms, some in the ad industry are trying to limit the likelihood that there will be, and are putting steps in place to continue building confidence among buyers and sellers around data sharing.

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“What advertisers need to understand is that while the tool itself may be secure, ultimately, a clean room is just a tool to enable data collaboration,” said Arielle Garcia, chief privacy officer at UM Worldwide. “Advertisers still need to make sure that the appropriate disclosures and permissions, like offering and honoring opt-out requests, are in place.”

Read more in Adweek.