AWS announced AWS Clean Rooms, a new analytics service that helps companies across industries easily and securely analyze and collaborate on their combined datasets without sharing or revealing underlying data, according to an announcement at the AWS re:Invent.
While the packaged service is new at Amazon Web Services, it’s not a new concept for data pros, and Amazon is not the first to offer such a service. Yet the fact that Amazon is offering such a service indicates the idea is becoming mainstream.
Just what are data clean rooms? How are they used and why are they growing in popularity today?
What are Data Clean Rooms?
First, data clean rooms aren’t actual physical rooms. They are virtual constructs made up of tools that are designed to help organizations share sensitive data in a safe way that protects personally identifiable information and also protects the trade secrets and proprietary information of organizations.
Forrester analyst Tina Moffett explains that fundamentally, data clean rooms are a data collaboration tool that allows data to be used collaboratively across organizations and even outside organizations, but in a way that preserves privacy and follows data governance rules.
This is not a new concept. Several industries have previously used such tools to share highly sensitive documents; for instance, documents used in merger and acquisition activities.
“Now marketers have started to think about how they could use clean rooms as a way to share data with their publisher partners because of the depreciation of the third-party cookie.”
Third-party cookies are the cookies that allow organizations to track your activity and behavior across multiple websites. They are why you keep seeing that same advertisement follow you from site to site. Many web browsers now block third-party cookies and Google has said that its Chrome browser will start blocking third-party cookies in 2024. (Google originally set 2022 as the date for this but has allowed it to slip a few times already.)
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