What a Clean Room Means for Amazon Advertising

Big brands stand to benefit

News Amazon is developing clean room technology for its advertisers was met mostly with enthusiasm, but insiders say Amazon could do more for SMBs. iStock

Amazon is reportedly developing clean room technology to help its advertisers better understand the impact of their spend on consumer behavior—and shine a light on previously undisclosed performance metrics. The news was first reported by AdExchanger, which cited sources familiar with the product. Amazon had no on-the-record comment.

@lisalacy lisa.lacy@adweek.com Lisa Lacy is Adweek's Commerce Editor.