Affinity Solutions, the consumer purchase insights leader, is deepening its partnership with Amazon Web Services (AWS) to offer advertisers and publishers privacy-enhanced access to its vast dataset of real-world spending—without sharing or duplicating raw data. The collaboration centers on AWS Clean Rooms, enabling secure data collaboration and smarter campaign measurement powered by over 86 billion transactions from 95 million consumers.
In today’s data-sensitive climate, advertisers are under pressure to deliver precise, outcome-driven campaigns while upholding evolving privacy standards. The expanded integration between Affinity and AWS is designed to bridge that gap—allowing advertisers to combine their own first-party data with Affinity’s deterministic transaction insights in a privacy-safe environment to uncover high-impact insights and ROI, faster.
A Clean Path to Precision Measurement
Rather than rely on modeled or panel-based insights, marketers using AWS Clean Rooms can now work directly with fully permissioned, deterministic purchase data—without the data ever leaving its secure environment. This shift enables:
- Safe, permission-based collaboration with Affinity’s granular purchase data
- Privacy-preserving measurement and activation workflows
- Real-time insight generation on consumer journeys across categories
- Secure application of custom ML models for enhanced outcome predictions
“As first-party data remains critical for advertisers to drive business growth, having the right safeguards in place to leverage that data responsibly is essential,” said Ken Barbieri, SVP of Business Development at Affinity Solutions.
AWS Clean Rooms: A New Era of Secure Collaboration
AWS Clean Rooms gives companies the ability to collaborate on datasets without sharing the underlying data, removing a long-standing bottleneck in privacy-compliant marketing measurement.
With the addition of Clean Rooms ML and PySpark capabilities, advertisers can now go beyond basic joins and matches. They can bring their own machine learning models, run advanced analytics across large datasets, and extract predictive insights—all while safeguarding proprietary data, models, and methodologies.
“We’re pleased Affinity Solutions is leveraging AWS Clean Rooms to offer a secure environment where customers can analyze transaction data alongside their own,” said Eric Saccullo, Senior Business Development Manager at AWS.
Why It Matters: From Data Trust to Business Impact
This announcement comes at a time when privacy regulations are tightening, and marketers are seeking cleaner, high-integrity signals for both planning and measurement. With consumer trust on the line, partnerships like this one are helping to future-proof data strategies—making privacy not a hurdle but a differentiator.
- Real purchase behavior, not proxies or modeled assumptions
- No data copying or exposure, ensuring compliance and trust
- ML-ready infrastructure, speeding up time to insight and impact
This deeper integration is especially beneficial for brands already using AWS to store their own first-party data, as they can now seamlessly analyze and enrich their data with Affinity’s purchase insights—creating a direct line from exposure to outcome.
The Bottom Line
The Affinity-AWS partnership represents a meaningful step forward in secure, data-driven marketing. As advertisers seek to prove return on ad spend in more accountable ways, clean room environments like this will play a central role in unlocking deterministic insights while respecting consumer privacy.
In short, it’s not just about what the data says—but how securely, collaboratively, and intelligently you use it.
