Tag Archives: CPG

AWS Clean Rooms Differential Privacy enhances privacy protection of your users data (preview)

Post Syndicated from Donnie Prakoso original https://aws.amazon.com/blogs/aws/aws-clean-rooms-differential-privacy-enhances-privacy-protection-of-your-users-data-preview/

Starting today, you can use AWS Clean Rooms Differential Privacy (preview) to help protect the privacy of your users with mathematically backed and intuitive controls in a few steps. As a fully managed capability of AWS Clean Rooms, no prior differential privacy experience is needed to help you prevent the reidentification of your users.

AWS Clean Rooms Differential Privacy obfuscates the contribution of any individual’s data in generating aggregate insights in collaborations so that you can run a broad range of SQL queries to generate insights about advertising campaigns, investment decisions, clinical research, and more.

Quick overview on differential privacy
Differential privacy is not new. It is a strong, mathematical definition of privacy compatible with statistical and machine learning based analysis, and has been used by the United States Census Bureau as well as companies with vast amounts of data.

Differential privacy helps with a wide variety of use cases involving large datasets, where adding or removing a few individuals has a small impact on the overall result, such as population analyses using count queries, histograms, benchmarking, A/B testing, and machine learning.

The following illustration shows how differential privacy works when it is applied to SQL queries.

When an analyst runs a query, differential privacy adds a carefully calibrated amount of error (also referred to as noise) to query results at run-time, masking the contribution of individuals while still keeping the query results accurate enough to provide meaningful insights. The noise is carefully fine-tuned to mask the presence or absence of any possible individual in the dataset.

Differential privacy also has another component called privacy budget. The privacy budget is a finite resource consumed each time a query is run and thus controls the number of queries that can be run on your datasets, helping ensure that the noise cannot be averaged out to reveal any private information about an individual. When the privacy budget is fully exhausted, no more queries can be run on your tables until it is increased or refreshed.

However, differential privacy is not easy to implement because this technique requires an in-depth understanding of mathematically rigorous formulas and theories to apply it effectively. Configuring differential privacy is also a complex task because customers need to calculate the right level of noise in order to preserve the privacy of their users without negatively impacting the utility of query results.

Customers also want to enable their partners to conduct a wide variety of analyses including highly complex and customized queries on their data. This requirement is hard to support with differential privacy because of the intricate nature of the calculations involved in calibrating the noise while processing various query components such as aggregations, joins, and transformations.

We created AWS Clean Rooms Differential Privacy to help you protect the privacy of your users with mathematically backed controls in a few clicks.

How differential privacy works in AWS Clean Rooms
While differential privacy is quite a sophisticated technique, AWS Clean Rooms Differential Privacy makes it easy for you to apply it and protect the privacy of your users with mathematically backed, flexible, and intuitive controls. You can begin using it with just a few steps after starting or joining an AWS Clean Rooms collaboration as a member with abilities to contribute data.

You create a configured table, which is a reference to your table in the AWS Glue Data Catalog, and choose to turn on differential privacy while adding a custom analysis rule to the configured table.

Next, you associate the configured table to your AWS Clean Rooms collaboration and configure a differential privacy policy in the collaboration to make your table available for querying. You can use a default policy to quickly complete the setup or customize it to meet your specific requirements. As part of this step, you will configure the following:

Privacy budget
Quantified as a value that we call epsilon, the privacy budget controls the level of privacy protection. It is a common, finite resource that is applied for all of your tables protected with differential privacy in the collaboration because the goal is to preserve the privacy of your users whose information can be present in multiple tables. The privacy budget is consumed every time a query is run on your tables. You have the flexibility to increase the privacy budget value any time during the collaboration and automatically refresh it each calendar month.

Noise added per query
Measured in terms of the number of users whose contributions you want to obscure, this input parameter governs the rate at which the privacy budget is depleted.

In general, you need to balance your privacy needs against the number of queries you want to permit and the accuracy of those queries. AWS Clean Rooms makes it easy for you to complete this step by helping you understand the resulting utility you are providing to your collaboration partner. You can also use the interactive examples to understand how your chosen settings would impact the results for different types of SQL queries.

Now that you have successfully enabled differential privacy protection for your data, let’s see AWS Clean Rooms Differential Privacy in action. For this demo, let’s assume I am your partner in the AWS Clean Rooms collaboration.

Here, I’m running a query to count the number of overlapping customers and the result shows there are 3,227,643 values for tv.customer_id.

Now, if I run the same query again after removing records about an individual from coffee_customers table, it shows a different result, 3,227,604 tv.customer_id. This variability in the query results prevents me from identifying the individuals from observing the difference in query results.

I can also see the impact of differential privacy, including the remaining queries I can run.

Available for preview
Join this preview and start protecting the privacy of your users with AWS Clean Rooms Differential Privacy. During this preview period, you can use AWS Clean Rooms Differential Privacy wherever AWS Clean Rooms is available. To learn more on how to get started, visit the AWS Clean Rooms Differential Privacy page.

Happy collaborating!
— Donnie

AWS Clean Rooms ML helps customers and partners apply ML models without sharing raw data (preview)

Post Syndicated from Donnie Prakoso original https://aws.amazon.com/blogs/aws/aws-clean-rooms-ml-helps-customers-and-partners-apply-ml-models-without-sharing-raw-data-preview/

Today, we’re introducing AWS Clean Rooms ML (preview), a new capability of AWS Clean Rooms that helps you and your partners apply machine learning (ML) models on your collective data without copying or sharing raw data with each other. With this new capability, you can generate predictive insights using ML models while continuing to protect your sensitive data.

During this preview, AWS Clean Rooms ML introduces its first model specialized to help companies create lookalike segments for marketing use cases. With AWS Clean Rooms ML lookalike, you can train your own custom model, and you can invite partners to bring a small sample of their records to collaborate and generate an expanded set of similar records while protecting everyone’s underlying data.

In the coming months, AWS Clean Rooms ML will release a healthcare model. This will be the first of many models that AWS Clean Rooms ML will support next year.

AWS Clean Rooms ML helps you to unlock various opportunities for you to generate insights. For example:

  • Airlines can take signals about loyal customers, collaborate with online booking services, and offer promotions to users with similar characteristics.
  • Auto lenders and car insurers can identify prospective auto insurance customers who share characteristics with a set of existing lease owners.
  • Brands and publishers can model lookalike segments of in-market customers and deliver highly relevant advertising experiences.
  • Research institutions and hospital networks can find candidates similar to existing clinical trial participants to accelerate clinical studies (coming soon).

AWS Clean Rooms ML lookalike modeling helps you apply an AWS managed, ready-to-use model that is trained in each collaboration to generate lookalike datasets in a few clicks, saving months of development work to build, train, tune, and deploy your own model.

How to use AWS Clean Rooms ML to generate predictive insights
Today I will show you how to use lookalike modeling in AWS Clean Rooms ML and assume you have already set up a data collaboration with your partner. If you want to learn how to do that, check out the AWS Clean Rooms Now Generally Available — Collaborate with Your Partners without Sharing Raw Data post.

With your collective data in the AWS Clean Rooms collaboration, you can work with your partners to apply ML lookalike modeling to generate a lookalike segment. It works by taking a small sample of representative records from your data, creating a machine learning (ML) model, then applying the particular model to identify an expanded set of similar records from your business partner’s data.

The following screenshot shows the overall workflow for using AWS Clean Rooms ML.

By using AWS Clean Rooms ML, you don’t need to build complex and time-consuming ML models on your own. AWS Clean Rooms ML trains a custom, private ML model, which saves months of your time while still protecting your data.

Eliminating the need to share data
As ML models are natively built within the service, AWS Clean Rooms ML helps you protect your dataset and customer’s information because you don’t need to share your data to build your ML model.

You can specify the training dataset using the AWS Glue Data Catalog table, which contains user-item interactions.

Under Additional columns to train, you can define numerical and categorical data. This is useful if you need to add more features to your dataset, such as the number of seconds spent watching a video, the topic of an article, or the product category of an e-commerce item.

Applying custom-trained AWS-built models
Once you have defined your training dataset, you can now create a lookalike model. A lookalike model is a machine learning model used to find similar profiles in your partner’s dataset without either party having to share their underlying data with each other.

When creating a lookalike model, you need to specify the training dataset. From a single training dataset, you can create many lookalike models. You also have the flexibility to define the date window in your training dataset using Relative range or Absolute range. This is useful when you have data that is constantly updated within AWS Glue, such as articles read by users.

Easy-to-tune ML models
After you create a lookalike model, you need to configure it to use in AWS Clean Rooms collaboration. AWS Clean Rooms ML provides flexible controls that enable you and your partners to tune the results of the applied ML model to garner predictive insights.

On the Configure lookalike model page, you can choose which Lookalike model you want to use and define the Minimum matching seed size you need. This seed size defines the minimum number of profiles in your seed data that overlap with profiles in the training data.

You also have the flexibility to choose whether the partner in your collaboration receives metrics in Metrics to share with other members.

With your lookalike models properly configured, you can now make the ML models available for your partners by associating the configured lookalike model with a collaboration.

Creating lookalike segments
Once the lookalike models have been associated, your partners can now start generating insights by selecting Create lookalike segment and choosing the associated lookalike model for your collaboration.

Here on the Create lookalike segment page, your partners need to provide the Seed profiles. Examples of seed profiles include your top customers or all customers who purchased a specific product. The resulting lookalike segment will contain profiles from the training data that are most similar to the profiles from the seed.

Lastly, your partner will get the Relevance metrics as the result of the lookalike segment using the ML models. At this stage, you can use the Score to make a decision.

Export data and use programmatic API
You also have the option to export the lookalike segment data. Once it’s exported, the data is available in JSON format and you can process this output by integrating with AWS Clean Rooms API and your applications.

Join the preview
AWS Clean Rooms ML is now in preview and available via AWS Clean Rooms in US East (Ohio, N. Virginia), US West (Oregon), Asia Pacific (Seoul, Singapore, Sydney, Tokyo), and Europe (Frankfurt, Ireland, London). Support for additional models is in the works.

Learn how to apply machine learning with your partners without sharing underlying data on the AWS Clean Rooms ML page.

Happy collaborating!
— Donnie

AWS Clean Rooms Now Generally Available — Collaborate with Your Partners without Sharing Raw Data

Post Syndicated from Donnie Prakoso original https://aws.amazon.com/blogs/aws/aws-clean-rooms-now-generally-available/

Companies across multiple industries, such as advertising and marketing, retail, consumer packaged goods (CPG), travel and hospitality, media and entertainment, and financial services, increasingly look to supplement their data with data from business partners, to build a complete view of their business.

Let’s take a marketing use case as an example. Brands, publishers, and their partners need to collaborate using datasets that are stored across many channels and applications to improve the relevance of their campaigns and better engage with consumers. At the same time, they also want to protect sensitive consumer information and eliminate the sharing of raw data. Data clean rooms can help solve this challenge by allowing multiple companies to analyze their collective data in a private environment.

However, it’s difficult to build data clean rooms. It requires complex privacy controls, specialized tools to protect each collaborator’s data, and months of development time customizing analytics tools. The effort and complexity grows when a new collaborator is added, or a different type of analysis is needed, as companies have to spend even more development time. Finally, companies prefer to limit data movement as much as possible, usually leading to less collaboration and missed opportunities to generate new business insights.

Introducing AWS Clean Rooms
Today, I’m excited to announce the general availability of AWS Clean Rooms which we first announced at AWS re:Invent 2022 and released the preview of in January 2023. AWS Clean Rooms is an analytics service of AWS Applications that helps companies and their partners more easily and securely analyze and collaborate on their collective datasets without sharing or copying each other’s data. AWS Clean Rooms enables customers to generate unique insights about advertising campaigns, investment decisions, clinical research, and more, while helping them protect data.

Now, with AWS Clean Rooms, companies are able to easily create a secure data clean room on the AWS Cloud in minutes and collaborate with their partners. They can use a broad set of built-in, privacy-enhancing controls for clean rooms. These controls allow companies to customize restrictions on the queries run by each clean room participant, including query controls, query output restrictions, and query logging. AWS Clean Rooms also includes advanced cryptographic computing tools that keep data encrypted—even as queries are processed—to help comply with stringent data handling policies.

Key Features of AWS Clean Rooms
Let me share with you the key features and how easy it is to collaborate with AWS Clean Rooms.

Create Your Own Clean Rooms
AWS Clean Rooms helps you to start a collaboration in minutes and then select the other companies you want to collaborate with. You can collaborate with any of your partners that agree to participate in your clean room collaboration. You can create a collaboration by following several steps.

After creating a collaboration in AWS Clean Rooms, you can select additional collaboration members who can contribute. Currently, AWS Clean Rooms supports up to five collaboration members, including you as the collaboration creator.

The next step is to define which collaboration member can perform a query in collaboration with the member abilities setting.

Then, collaboration members will get notifications in their accounts, see detailed info from a collaboration, and decide whether to join the collaboration by selecting Create membership in their AWS Clean Rooms dashboard.

Collaborate without Moving Data Outside AWS
AWS Clean Rooms works by analyzing Amazon S3 data in place. This eliminates the need for companies to copy and load their data into destinations outside their respective AWS environments of the collaboration members or using third-party services.

Each collaboration member can create configured tables, an AWS Clean Rooms resource that contains reference to the AWS Glue catalog with underlying data that define how that data can be used. The configured table can be used across many collaborations.

Protecting Data
AWS Clean Rooms provides you with a broad set of privacy-enhancing controls to protect your customers’ and partners’ data. Each collaboration member has the flexibility to determine what columns can be accessed in a collaboration.

In addition to column-level privacy controls, as in the example above, AWS Clean Rooms also provides fine-grained query controls called analysis rules. With built-in and flexible analysis rules, customers can tailor queries to specific business needs. AWS Clean Rooms provides two types of analysis rules for customers to use:

  • Aggregation analysis rules allows queries that aggregate analysis without revealing user-level information using COUNT, SUM, and AVG functions along optional dimensions.
  • List analysis rules allow queries that output user-level attribute analysis of the overlap between the customer’s table and the tables of the member who can query.

Both analysis rule types allow data owners to require a join between their datasets and the datasets of the collaborator running the query. This limits the results to just their intersection of the collaborators datasets.

After defining the analysis rules, the member who can query and receive results can start writing queries according to the restrictions defined by each participating collaboration member. The following is an example query in the collaboration.

Analysis rules allow collaboration members to restrict the types of queries that can be performed against their datasets and the usable output of the query results. The following screenshot is an example of a query that will not be successful because it does not satisfy the analysis rule since the hashed_email column cannot be used in SELECT queries.

Full Programmatic Access
Any functionality offered by AWS Clean Rooms can also be accessed via the API using AWS SDKs or AWS CLI. This makes it easier for you to integrate AWS Clean Rooms into your products or workflows. This programmatic access also unlocks the opportunity for you to host clean rooms for your customers with your own branding.

Query Logging
This feature allows collaboration members to review and audit the queries that use their datasets to make sure data is being used as intended. With query logging, collaboration members who have query control and other members whose data is part of the query, can receive logs if they enable query logging.

If this feature is enabled, query logs are written to Amazon CloudWatch Logs in each collaboration member’s account. You can access the summary of the log queries in the last 7 days from the collaboration dashboard.

Cryptographic Computing
With this feature, you have the option to perform client-side encryption for sensitive data with cryptographic computing. You can encrypt your dataset to add a protection layer, and the data will use a cryptographic computing protocol called private-set intersection to keep data encrypted even as the query runs.

To use the cryptographic computing feature, you need to download and use the Cryptographic Computing for Clean Rooms (C3R) encryption client to encrypt and decrypt your data. C3R keeps your data cryptographically protected while in use in AWS Clean Rooms. C3R supports a subset of SQL queries, including JOIN, SELECT, GROUP BY, COUNT, and other supported statements on cryptographically protected data.

The following image shows how you can enable cryptographic computing when creating a collaboration:

Customer Voices
During the preview period, we heard lots of feedback from our customers about AWS Clean Rooms. Here’s what our customers say:

Comscore is a measurement and analytics company that brings trust and transparency to media. Brian Pugh, Chief Information Officer at Comscore, said, “As advertisers and marketers adapt to deliver relevant campaigns leveraging their combined datasets while protecting consumer data, Comscore’s Media Metrix suite, powered by Unified Digital Measurement 2.0 and Campaign Ratings services, will continue to support critical measurement and planning needs with services like AWS Clean Rooms. AWS Clean Rooms will enable new methods of collaboration among media owners, brands, or agency customers through customized data access controls managed and set by each data owner without needing to share underlying data.”

DISH Media is a leading TV provider that offers over-the-top IPTV service. “At DISH Media, we empower brands and agencies to run their own analyses of prior campaigns to allow for flexibility, visibility, and ease in optimizing future campaigns to reach DISH Media’s 31 million consumers. With AWS Clean Rooms, we believe advertisers will benefit from the ease of use of these services with their analysis, including data access and security controls,” said Kemal Bokhari, Head of Data, Measurement, and Analytics at DISH Media.

Fox Corporation is a leading producer and distributor of ad-supported content through its sports, news, and entertainment brands. Lindsay Silver, Senior Vice President of Data and Commercial Technology at Fox Corporation, said, “It can be challenging for our advertising clients to figure out how to best leverage more data sources to optimize their media spend across their combined portfolio of entertainment, sports, and news brands which reach 200 million monthly viewers. We are excited to use AWS Clean Rooms to enable data collaborations easily and securely in the AWS Cloud that will help our advertising clients unlock new insights across every Fox brand and screen while protecting consumer data.”

Amazon Marketing Cloud (AMC) is a secure, privacy-safe clean room application from Amazon Ads that supports thousands of marketers with custom analytics and cross-channel analysis.

“Providing marketers with greater control over their own signals while being able to analyze them in conjunction with signals from Amazon Ads is crucial in today’s marketing landscape. By migrating AMC’s compute infrastructure to AWS Clean Rooms under the hood, marketers can use their own signals in AMC without storing or maintaining data outside of their AWS environment. This simplifies how marketers can manage their signals and enables AMC teams to focus on building new capabilities for brands,” said Paula Despins, Vice President of Ads Measurement at Amazon Ads.

Watch this video to learn more about AWS Clean Rooms:

Availability
AWS Clean Rooms is generally available in the following AWS Regions: US East (Ohio), US East (N. Virginia), US West (Oregon), Asia Pacific (Seoul), Asia Pacific (Singapore), Asia Pacific (Sydney), Asia Pacific (Tokyo), Europe (Frankfurt), Europe (Ireland), Europe (London), and Europe (Stockholm).

Pricing & Free Tier
AWS Clean Rooms measures compute capacity in Clean Rooms Processing Units (CRPUs). You only pay the compute capacity of queries that you run in CRPU-hours on a per-second basis (with a 60-second minimum charge). AWS Clean Rooms automatically scales up or down to meet your query workload demands and shuts down during periods of inactivity, saving you administration time and costs. AWS Clean Rooms free tier provides a tier of 9 CRPU-hours per month for the first 12 months per new customer.

AWS Clean Rooms helps companies and their partners more easily and securely analyze and collaborate on their collective datasets without sharing or copying each other’s data. Learn more about benefits, use cases, how to get started, and pricing details on the AWS Clean Rooms page.

Happy collaborating!

— Donnie