Although it was later in the year that Amazon\u2019s cloud computing arm played (what some are calling) its trump card with the launch of AWS Clean Rooms, it was an outing that the company hopes will assuage concerns over a \u201clack of clarity<\/a>\u201d in the sector.\u00a0<\/p>\n According to Synergy Research Group<\/a>, Amazon commands more than a third of the cloud services market, followed by Microsoft\u2019s Azure, which accounts for 21% of the market, and Google Cloud Platform, which has an 11% share. Indeed, some believe AWS\u2019 34% share of the cloud sector could prove a key unique selling point in accelerating Amazon\u2019s pursuit of advertisers\u2019 budgets.<\/p>\n AWS Clean Rooms was announced with several partners ranging from Amazon Ads to third-party ad tech outfits, agency holding groups plus media owners, and pitched as a means of helping companies collaborate over combined datasets.<\/p>\n \u201cWith AWS Clean Rooms, customers can create a secure data clean room in minutes and collaborate with any other company in the AWS Cloud to generate unique insights about advertising campaigns,\u201d reads the pitch<\/a>.\u00a0<\/p>\n Presenters at November\u2019s AWS re:Invent<\/a> event made note of how those collaborating on the platform can \u201cachieve in hours, what used to take days,\u201d as a common web infrastructure can lead to benefits such as a reduction in latency between platforms.<\/p>\n The conference also saw the unveiling of AWS\u2019 advertising and marketing technology team, led by former Xandr and AT&T data chief Tim Barnes. This unit is dedicated to helping AWS clients from the marketing and media vertical build applications on top of its infrastructure and then take the resulting solutions to market.<\/p>\n \u201cThe kind of things they\u2019re asking partners is, \u2018What are you tired of building and managing? What are the commoditized technologies?\u2019 Basically asking them what they don\u2019t want to do anymore, and need automated,\u201d noted one AWS re:Invent attendee.<\/p>\n The source, who requested anonymity, added, \u201cIt\u2019s like, AWS is an open platform for builders and the underlying data sits within their own environment \u2026 security and data is already well defined with AWS principles.\u201d<\/p>\n Speaking recently with Digiday, separate sources noted how just about all of the Big Tech players looking to further market share in the advertising landscape<\/a> will have to emphasize their cloud computing wares in order to satisfy privacy requirements \u2014 not to mention, offer simplicity and better pricing.<\/p>\n Myles Younger, head of innovation and insights at U of Digital, noted a convergence between ad tech and cloud infrastructure<\/a>, and that many of the industry\u2019s largest names were leveraging this as a competitive advantage. \u201cWhile AWS Clean Rooms is not technically Amazon Ads, it\u2019s clear to see how it is using it as a competitive advantage,\u201d he told Digiday.<\/p>\n Meanwhile, Shiv Gupta, U of Digital\u2019s founder, said that the Big Tech players\u2019 various offerings were collectively pitched at the C-Suite event during this year\u2019s CES event.\u00a0\u201cThey\u2019ve announced a lot of things over the last six months and you could see them bringing together things like [the Amazon Ads clean room] AMC<\/a>, the [AWS] Clean Room offering, and then bringing that back to its [demand-side platform] DSP \u2026 those things are eventually going to converge, it\u2019s not just ad tech anymore,\u201d Gupta said.<\/p>\n More and more, these conversations are happening at a deeper level.<\/p>\n Anonymous source<\/p>\n<\/p><\/div>\n Meanwhile, Bob Walczak, CEO of MadTech Advisors, described Amazon as the \u201c800-pound gorilla in the room,\u201d given its dominance in the cloud computing sector, and noted how this could significantly propel the company forward<\/a> in the advertising sector.<\/p>\n![](\"https:\/\/digiday.com\/wp-content\/uploads\/sites\/3\/2023\/02\/CloudInfrastructureServicesMarket.Q32022-1.jpeg?w=1024&is-pending-load=1\")
<\/figure>\nTaking care of the little things <\/h2>\n