Yesterday, AdExchanger reported that Amazon is testing a data “clean room” to give advertisers greater access to audience information and campaign analytics that help them maintain consumer data privacy. News of the closed beta was picked up today in Marketing Dive and Chain Store Age, and PMG’s CEO George Popstefanov shared his thoughts on how the development represents Amazon’s commitment to bringing its ad offering to parity with the Google and Facebook duopoly. (Both of those platforms already offer similar clean room environments for advertisers.)
“While many think of Amazon as a retail disruptor and giant, this move from Amazon demonstrates that brands need to look at Amazon not as the enemy, but as the technology giant they are,” he said.
Popstefanov also added, “Much of Amazon’s revenue comes from Amazon Web Services, which allows them to access massive amounts of data. This new service from Amazon will offer great advertising opportunities for brands and retailers who can make use of Amazon’s insights into purchase behavior and preferences.”