Amazon takes on InfoSum with ‘clean room’ data plan

data_newbieAmazon Web Services has overhauled its advertising services and launched a new “clean room” solution designed to allow different companies to match up their datasets without ever sharing their own first-party data.

While the tech giant already runs a clean room programme within its Amazon Advertising division, Amazon Marketing Cloud, this is an advertiser-facing offering which allows buyers to match up their own data with Amazon’s.

AWS Clean Rooms will take on InfoSum’s service – which is already used by Boots, ITV, Omnicom and Kantar – and can be implemented by any business to create their own clean room. This will allow media owners to create a clean room using the tool, enabling them to match their own data against their advertising partners.

They can then set limits on what their partners are able to access, and what sorts of queries they are allowed to run.

Amazon insists customers will be able to set up their own clean rooms “in minutes”, and be able to use data which already sits in AWS.

Overall, AWS for Advertising & Marketing will cover five distinct areas: audience and customer data management, privacy-enhanced data collaboration, ad intelligence and measurement, ad platforms, and digital customer experience.

Access to AWS tools and partnered companies’ capabilities will be available within these categories, which Amazon says “simplifies the process for industry customers to select the right tools and partners in each area, helping them to accelerate their production launches and see faster time to value”.

Companies partnered with AWS on the new initiative include Adobe, Aerospike, Amperity, Databricks, Experian, LiveRamp, Neustar, Salesforce, and Snowflake.

AWS Applications vice president Dilip Kumar commented: “Customers tell us they want to collaborate more safely and securely with their partners in areas like advertising, media, financial services, and life sciences. However, the data they need to do this is fragmented across data stores and applications belonging to different partners.

“AWS Clean Rooms helps customers and their partners to better analyse and collaborate on their data on AWS. With the launch of AWS Clean Rooms, we are making it easier, simpler, and more secure for multiple companies to share and analyze combined datasets to generate new insights that they could not do on their own.

“Customers can collaborate on a range of tasks, such as more effectively generating advertising campaign insights and analysing investment data while improving data security.”

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