Cloud market leader Amazon’s AWS is reportedly planning to launch a “clean room” where users can pool anonymized customer information without breaching data protection laws. The public cloud hyperscaler will launch the service, known as Bastion, later this year and believes it will be in demand to help inform online advertising and other business decisions.
AWS is set to launch Bastion at the upcoming Re:invent conference, according to three people familiar with the project who talks to The information. This is reportedly in response to Apple and Google imposing restrictions on how advertisers can track users on their devices.
AWS Bastion: What is a Clean Data Room?
A cleanroom allows businesses to share information about existing or potential customers without compromising the subjects’ privacy. So businesses can cross-reference data to help make choices about things like advertising.
Clean data rooms prevent information that can be linked to a specific user from leaving the controlled environment, meaning that companies using them remain compliant with laws such as Europe’s General Data Protection Regulations.
Google already offers a cleanroom service for advertisers, Google Ads Data Hub, while other cloud companies such as Snowflake provide cleanroom services for clients.
AWS Bastion will differ from Google’s service in that it will allow customers to launch clean rooms and work with select partners, not just the Amazon Ads service. AWS also hopes the service can be deployed for use cases outside of advertising, and the report says Amazon executives hope financial services companies can deploy it to improve credit risk assessments while also being able to use and by hardware manufacturers to share details of product demand and component availability across the supply chain.
Why are clean data rooms becoming popular?
Clean data rooms are becoming useful for companies that have experienced changes made by Apple and Google in an effort to protect user privacy.
Last year, Apple released an update to its iOS mobile operating system that prompts iPhone and iPad users to opt out of in-app tracking. Previously, developers had the freedom to collect behavioral data and share it with third parties.
Google has since followed suit by announcing that it would make changes to your Android operating system in an effort to offer greater privacy to users.
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These changes were not universally welcomed by regulators, with data watchers in France, Germany and Poland among those who expressed concerns that Apple’s push for tracking is anti-competitive.