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Clean room data technology provides marketers with deep audience insight while protecting data privacy.  

Digital media publication AdExchanger reported that that Amazon is testing clean room data technology, which can provide advertisers deeper insights into their marketing campaigns and maintain consumer data privacy. The technology is in a closed beta test and is expected to be launched by next year.

The e-commerce giant has historically been protective of consumer data including shopping histories and media consumption habits. The clean room technology provided by Amazon is similar to what other digital platforms like Facebook and Google already provide.

This piece says marketers will need to reassess their relationship with the Seattle-based company. A study from retailing tech firm, Adeptmind found that 47% of US internet users start their product search from Amazon.

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[3 minute read]

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