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Dive Brief:
Amazon recently introduced AWS Clean Rooms, a new service that will enable AWS customers to collaborate and analyze combined data sets without sharing or revealing the underlying raw data, the company said in a press release.
The service will be available in early 2023 in a handful of markets as a standalone offering and as part of a suite of cloud-based tools created for those in the advertising industry to measure campaign effectiveness.
Amazon said it will also release identity resolution solutions in the coming months, which like the clean rooms service, position the platform for the expected deprecation of third-party cookies next year and the growing focus on data privacy.
Dive Insight:
Amazon is looking to build on its recent successes as a digital advertising platform with new services addressing an expected void in data capabilities for advertisers when Google deprecates third-party cookies later next year. AWS Clean Rooms and the planned identity resolution tools target brand marketers, agencies, publishers and martech companies with services intended to make it easier for these entities to share and collaborate around their data sets while protecting consumer privacy.
AWS customers expressing interest in the clean rooms service, per the release, include some significant industry players: Comscore, DISH Media, Experian, Fox Corporation, LiveRamp, Omnicom Media Group’s Annalect and TransUnion’s Neustar. The tools that will be available from Amazon include built-in data access controls, query controls, query output restrictions, query logging and cryptographic computing.
“AWS Clean Rooms will enable data collaborations easily and securely in the AWS Cloud, which will help our advertising clients unlock new insights across every Fox brand and screen while protecting consumer data,” said Lindsay Silver, senior vice president of data and commercial technology at Fox Corporation,…
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