AWS is preparing to unveil a new tool that aims to help advertisers work within the various data privacy rules that are currently hindering them.
AWS is the leading cloud provider and is widely used across a variety of industries. One such industry, the advertising industry, is reeling from various data privacy efforts, both on the part of companies like Apple and Google, as well as various countries’ legislative efforts.
According to The Information, via Tech Monitor, AWS wants to help advertisers deal with the restrictions in an innovative way with its upcoming Bastion service. The service acts as a “clean data room,” allowing companies to anonymously pool customer data in a way that prevents any company from viewing or accessing the entire pool.
The Information uses the example of Target and HBO Max being able to see where their customers overlap, giving the retailer useful insight into whether it should target its customers with ads on the streaming platform. The clean data room, however, would still protect the privacy of the customers and help the companies stay compliant with privacy regulations.
Unlike existing options, such as Google’s, AWS Bastion will allow companies to work with partners of their choosing, not even locking them into the Amazon Ads service. Amazon sees a future where Bastion could be used in other industries far beyond advertising, such as the financial industry, manufacturing, and more.
AWS will likely launch the new service later this year.