In the world of digital advertising and media planning, understanding audience overlap, or the percentage of users in an advertiser’s dataset who are also present in another dataset (such as a media partner’s dataset), is crucial. While current methods for sharing data in order to run audience overlap analyses can carry the risk of sensitive customer information being mishandled or exposed, AWS Clean Rooms offers a secure, efficient solution.
AWS Clean Rooms enables advertisers, publishers, and other data providers to securely collaborate on and analyze collective datasets without sharing underlying data. Data collaborations can be set up in the AWS Clean Rooms in minutes, and an audience overlap analysis can be run while avoiding the risks associated with other data sharing methods.
Setting up a collaboration in AWS Clean Rooms involves several steps, including creating the collaboration and inviting the other party, configuring tables for data analysis, associating tables to the collaboration, and running queries. In a case where an advertiser collaborates with a publisher, the publisher typically invites the advertiser and designates them as the member who can query and receive results. The publisher and advertiser each store datasets in their respective Amazon S3 buckets and catalogue them in the AWS Glue Data Catalog.
After setting up the collaboration and configuring tables, the publisher creates a metadata definition of the S3 data for reading by AWS Clean Rooms when the query is run. The advertiser then runs an overlap query to identify how much of their audience overlaps with the publisher’s audience, using a hashed email as a join key for the query. The query results are sent to the advertiser’s S3 bucket for review and analysis.
AWS Clean Rooms is rapidly becoming the go-to solution for advertisers looking to conduct safe and efficient audience overlap analyses. By identifying overlap, advertisers can make more informed media investment decisions and accelerate evaluations of potential partners. Resources are available for users who require further information on how to integrate AWS Clean Rooms into their advertising workflows.
