AWS for Industries

IDC MarketScape names AWS as a Leader in worldwide data clean room technology

Amazon Web Services (AWS) has been named a Leader in data clean room technology according to the IDC MarketScape: Worldwide Data Clean Room Technology 2024 Vendor Assessment (January 2024). This report evaluated data clean room technology vendors for use cases across industries.

AWS Clean Rooms helps companies and their partners more easily and securely analyze and collaborate on their collective datasets—all without sharing or copying one another’s underlying data. With AWS Clean Rooms, customers across industries can create a data clean room in minutes and collaborate with any other company on AWS to generate unique insights about advertising campaigns, investment decisions, research and development, and more.

The IDC MarketScape vendor analysis model

The IDC MarketScape vendor analysis model is designed to provide an overview of the competitive fitness of ICT suppliers in a given market. The research methodology uses a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each vendor’s position within a given market. The Capabilities score measures vendor product, go-to-market, and business processes in the short-term. The Strategy score measures alignment of vendor strategies with customer requirements in a 3–5-year timeframe. Vendor market share is represented by the size of the icons.

Why invest in clean room technologies?

According to International Data Corporation (IDC), clean room technologies can help companies build a complete view of their customers or business by combining their own data with external data from business partners. With data clean rooms, the “promise is that enterprises can share and collaborate on data in a privacy-preserving way that can still provide valuable guidance,” the IDC MarketScape report notes.

“Data clean rooms technologies provide important capabilities, not available with the simple exchange of data, that enterprises require to create shared data and insight across a broad set of use cases that previously had to be done either with less data or via a trusted neutral third party,” said Lynne Schneider, research director of Data as a Service and Data Marketplaces at IDC, who conducted this research report. “In the face of increasing privacy regulation, technological changes, and advances in privacy-preserving computation, these solutions are moving from theory to something that is practical.”

What makes AWS a Leader in data clean room technology?

AWS was named as a Leader in clean room technology for a host of reasons. In its profile of vendors, IDC MarketScape noted several key strengths of the AWS Clean Rooms service, including:

  • Foundational data clean room capabilities that can be used alone or in combination with other data clean room solutions. (To learn more about how AWS Clean Rooms works, watch a demo of the service.)
  • A variety of privacy options. (Check out the broad set of privacy-enhancing capabilities in AWS Clean Rooms.)
  • A broad set of partners in terms of both third-party data and application development. (AWS Clean Rooms partners include leading consulting services and identity resolution providers.)

What’s more, IDC MarketScape says that “enterprises that already utilize AWS can benefit from data clean room technology that is accessible from their familiar console. The global coverage is extensive, as is the range of industries served. A proof-of-concept checklist and other tools are designed to get initial projects usable quickly.”

Download the IDC MarketScape report excerpt to read more about why AWS is a Leader.

Additional resources

Ankur Agarwal

Ankur Agarwal

Ankur Agarwal is the head of Product Management for AWS Clean Rooms at Amazon Web Services (AWS).

Adam Solomon

Adam Solomon

Adam Solomon is Global Head of Business Development for AWS Clean Rooms & AWS Entity Resolution at Amazon Web Services (AWS). Adam drives development and adoption of cloud-based solutions to help marketers, agencies, media platforms, and advertising/marketing technology companies address industry-wide challenges for consumer privacy, identity, and secure multi-party analytics. Adam has 25 years of experience in the advertising and marketing industry, and is co-inventor on 8 issued U.S. patents for advertising and marketing technologies. His diverse experience includes leadership roles for product management and go-to-market teams at Paramount, Time Inc., Hearst, PebblePost, and Lotame. He is also a trained aerospace engineer and patent attorney.

Matt Miller

Matt Miller

Matt Miller is the Principal of Business Development for AWS Clean Rooms at Amazon Web Services.

Shaila Mathias

Shaila Mathias

Shaila Mathias is an ads and marketing business development lead representing the AWS suite of consumer data applications, including AWS Clean Rooms and AWS Entity Resolution. She joined AWS as a founding team member that launched the AWS Clean Rooms service in March 2023. Shaila has spent 17 years in digital data and identity for advertising activation and measurement across different companies, including AWS, LiveRamp, Oracle Data Cloud, AOL, and OMD. She now lives in Denver after a decade in Manhattan but will always be a New Yorker at heart.