AWS Offers Data Clean Rooms 'For Use in Minutes'

Online retail giant Amazon has announced the launch by its Web Services division of AWS Clean Rooms, which will help client companies easily and securely analyze and collaborate on their combined datasets, without sharing or revealing underlying data.

The new service allows users to create a secure data clean room 'in minutes' and then collaborate with any other company in the AWS Cloud to generate insights about ad campaigns and investment decisions, for example. A broad set of built-in data access controls with protect sensitive data, including query controls, query output restrictions, query logging, and cryptographic computing tools.

Data clean rooms allow partner firms who want to make use of each other's data to do so without security headaches and risks to data protection. A user logging in to the AWS Management Console can select the partners with whom they want to collaborate, and their individual datasets; configure restrictions for participants; and then analyse and activate the data without breaking the rules. Dilip Kumar, VP of AWS Applications, comments: '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 analyze and collaborate on their data on AWS... Using AWS Clean Rooms, customers can collaborate on a range of tasks, such as more effectively generating advertising campaign insights and analyzing investment data while improving data security'.

AWS says it will soon add new capabilities to help businesses match and link customer records stored across disparate channels using flexible, preconfigured identity resolution workflows: these use rule-based techniques and machine learning models to help accurately link consumer interactions across applications into a unique user ID. This will allow client firms to create a unified view of their interactions with consumers, while those collaborating with other partners can identify common user IDs across datasets and more easily join data together.

Users at firms like Comscore, DISH Media and Fox Corporation are already working with the new Clean Rooms product, which will be available in early 2023 in the US, and in four markets each in Asia pacific and Europe.

The service is online at www.aws.amazon.com/clean-rooms .