Amazon is testing clean room data technology which lets marketers measure campaigns or mix first-party data with platform data.
According to AdExchanger, clean room tech such as the Google Ads Data Hub ensures that audience information is secure and remains tightly controlled without being exposed to individuals. Clean rooms also ensure that the number of ads audiences see is limited.
Although Amazon did not comment on the development, sources familiar with the matter said the solution could be launched early in 2020. It is currently running in closed beta.
The solution could provide deeper campaign insights for marketers. Amazon customer data includes details on what users shop for and the media they stream.
Brands could then more accurately target shoppers who repeatedly purchase the same products or those who live in certain areas. It would provide retailers with the necessary information to determine how they may convert shoppers.
George Popstefanov, founder and CEO of PMG, told Marketing Dive in an email:
“While many think of Amazon as a retail disruptor and giant, this move from Amazon demonstrates that brands need to look at Amazon not as the enemy, but as the technology giant they are. Much of Amazon’s revenue comes from AWS, which allows them to access massive amounts of data. This new service from Amazon will offer great advertising opportunities for brands and retailers who can make use of Amazon’s insights into purchase behaviour and preferences. Knowing this, brands should instead consider Amazon a partner, not a competitor.”
The adoption of clean room data is being driven by EU data privacy laws, privacy scandals like Cambridge Analytica’s and the call for greater transparency.