Home The Big Story The Big Story: Cleanliness Is Next To Platform Data

The Big Story: Cleanliness Is Next To Platform Data

SHARE:
The Big Story podcast

Amazon’s clean room is … well, not open for business. But it exists!

James Hercher and Alison Weissbrot on Tuesday reported on a closed beta test run by Amazon that will give ad buyers access to more of its vaunted data.

This week on The Big Story, we’ll see what they uncovered in terms of who can use this new product, when it will be more generally available and what it currently can and cannot do.

We’ll also compare it to similar opportunities offered by big platforms like Facebook and, in particular, Google.

While Facebook has a process where ad buyers can get more access to its audience data than they ordinarily would, Google has an entire product called Ads Data Hub (ADH).


For Google, the stakes are higher since ADH is meant to replace the loss of the DoubleClick ID, an important identifier that Google has restricted in Europe due to GDPR, and will also likely restrict in the United States.

These so-called clean rooms, where ad buyers can safely access limited data sets owned by the big platforms, also serve a tactical purpose in a much bigger battle in cloud hosting. To use Ads Data Hub, clients must also pay for Google Cloud.

With Amazon’s clean room hosted on Amazon Web Services, might the ecom giant see a similar opportunity for its ad business to feed into web hosting?

Must Read

CleanTap Says It Easily Fooled Programmatic Tech With Spoofed CTV Devices

CleanTap claims that 100% of the invalid traffic it spoofed was accepted into live auctions run by programmatic platforms and was successfully bid on by advertisers.

HUMAN Expands Its IVT Detection Tool Kit With A New Product For Advertisers, Not Platforms

HUMAN has recently started complementing its bid request analysis by analyzing the time between when a bot clicks an ad and when the landing page loads. Now it’s offering the solution to individual advertisers.

Index Exchange Launches A Data Marketplace For Sell-Side Curation

Through Index Exchange’s data vendor marketplace, curators gain access to third-party data sets without needing their own integrations.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Can Publishers Trust The Trade Desk’s New Wrapper?

TTD says OpenAds is not just a reaction to Prebid’s TID change, but a new model for fairer, more transparent ad auctions. So what does the DSP need to do to get publishers to adopt its new auction wrapper?

Scott Spencer’s New Startup Wants To Help Users Monetize Their Online Advertising Data

What happens when an ad tech developer partners with a cybersecurity expert to start a new company? You end up with a consumer product that is both a privacy software service and a programmatic advertising ID.

Former FTC commissioner Alvaro Bedoya speaks to AdExchanger Managing Editor Allison Schiff at Programmatic IO NY 2025.

Advertisers Probably Shouldn’t Target Teens At All, Cautions Former FTC Commissioner

Alvaro Bedoya shared his qualms with digital advertising’s more controversial targeting tactics and how kids use gen AI and social media.