AWS gets data clean rooms for analytics data

There is a risk of inadvertently sharing personal data with other employees if users inside an advertising or marketing organization use the new service.

The new service is part of a new initiative by Amazon to provide purpose-built services for advertisers. Clean Rooms is a new product.

The data clean rooms are protected environments where multiple parties can analyze combined data without ever exposing the raw data. The rooms are not easy to build. Their complex requirements take months to develop and once you have built a clean room you have to continuously update the data all the time.

Selipsky argued that a company that has a customer loyalty data could collaborate with another that has data on a user's ad-clicking behavior to create new insights into a user's behavior.

He said that they can produce even more relevant ads with these insights. The clean room console is used by brands and media publishers to set up a clean room and begin collaborating with other companies. You just need to allow partners to run these clean rooms with you instead of spending months of development time tweaking the types of queries and restrictions.

The idea is to provide a single service that companies can use to collaborate on data while still protecting the underlying data. All partners can contribute their own data. They can use the clean rooms to work on the data without revealing it to each other.

There can be up to five people collaborating and their data is stored in an Amazon data catalog. When anyone runs a query over this data, Clean Rooms will read it, wherever they live, and then the service will apply the pre-set rules to protect each participant's raw data. The type of query that is allowed can be restricted by the table's rules. When these queries are run, the data will not be erased.

Tim Barnes is the director of solutions for advertising and marketing technology at Amazon Web Services. With the launch of Amazon Web Services Clean Rooms and Amazon Web Services for Advertising and Marketing, customers now have a broad set of solutions that make it easier for them to securely collaborate together, operate cost-effectively at petabyte scale and millisecondlatency, and innovate more quickly in areas like advertising measurement and