ThinkAdvertising and AWS Clean Rooms enable privacy-safe targeting
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John Moulding
| 16 October 2023
2 ThinkAdvertising and AWS Clean Rooms enable privacy safe targeting

ThinkAnalytics has made its targeted contextual advertising solution, ThinkAdvertising, available on AWS Clean Rooms from Amazon Web Services, enabling TV companies to activate cross-channel audience segments for programmatic addressable advertising.

ThinkAdvertising harnesses privacy-safe television viewing data to indicate consumer interests and household composition that can be used as the basis for audience segments that can be targeted. The ThinkAdvertising solution uses proprietary AI and machine learning algorithms to process billions of viewing behaviours.

AWS Clean Rooms helps customers and their partners more easily and securely collaborate and analyse their collective datasets. No underlying data is copied or shared between the parties to ensure data matching is compliant with privacy best-practice and regulations.

“As the advertising industry faces challenges of signal loss, data and privacy regulations, and the need for more effective targeting solutions in the TV/OTT programmatic ecosystem, ThinkAdvertising allows video service providers to seamlessly create content-based behavioural audiences at scale with first-party data to solve these needs,” ThinkAnalytics says.

“This solution drives greater effectiveness and accuracy for advertisers, eliminating waste and driving performance in an evolving and complex convergent TV marketplace.”

Peter Docherty, Founder and Chief Technology Officer of ThinkAnalytics, says: “ThinkAdvertising is leveraging AWS Clean Rooms to guarantee absolute data privacy, providing cross-platform TV companies with a seamless and secure way to convert their first-party data into cross-platform audiences. This unlocks significant cost and scalability advantages.

“Our relationship with AWS simplifies the process for our customers, enabling first-party data to be harnessed for advertising.”

Comment:

Pay TV operators are among the beneficiaries of this kind of solution. They have access to second-by-second viewing data across every channel on their platform, so can see which homes contain avid sports fans, which homes are likely to have kids, which homes are interested in DIY, etc.

Across the industry generally, an example of how clean rooms are used is when an advertiser knows the profile of consumer it wants to reach, also has a customer list, and wants to avoid its own customers so it can reach potential new ones. The advertiser customer list could be matched against households with the right viewing profile, with existing customers excluded. This matching would be conducted in a clean room environment to ensure no data is ever shared that could compromise privacy.