{"page":"/blog/clean-room-architectures-compared","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Option","Hosting model","Cloud dependency","Protocols (PAIR / ADMaP / IAB)","Privacy techniques","Pricing model (public)","Typical use cases","Notable adopters (source)"],"rows":[["AWS Clean Rooms (incl. Clean Rooms ML and Entity Resolution)","Managed service; data stays in members' S3, Glue, Athena or Snowflake tables; GA 21 Mar 2023 (AWS doc history)","AWS account required for every member; Snowflake and Athena as sources since 1 Dec 2024; cross-Region since 3 Oct 2025 (AWS doc history)","n/d on PAIR or ADMaP in AWS docs; provider-based matching via LiveRamp through Entity Resolution (AWS pricing)","Analysis rules (aggregation, list, custom), minimum aggregation thresholds, allowed-column controls, differential privacy (GA 10 Apr 2024), cryptographic computing, synthetic data (30 Nov 2025), lookalike and custom ML (AWS doc history)","Per CRPU-hour; examples $2.00 Spark SQL and $4.00 PySpark (US East), DP example +$2.00 per CRPU-hour; lookalike $0.04 per 1,000 training profiles and $0.25 per 1,000 per segment; custom ML $10 per million records; Entity Resolution $0.50 per 1,000 matched plus $100 base; no free tier (AWS pricing, accessed 17 Oct 2026)","Overlap, attribution, lookalike modeling, custom model training, multiparty collaborations (members can be added since 3 Sep 2025)","Amazon Marketing Cloud is \"built on AWS Clean Rooms\" (Amazon Ads, accessed 17 Oct 2026)"],["Amazon Marketing Cloud (AMC)","Walled-garden room on AWS Clean Rooms; Amazon Ads signals plus advertiser inputs","AWS (Amazon-operated); advertiser needs Amazon Ads account; 20 markets listed incl. US, UK, DE, FR, IT, ES, NL (Amazon Ads)","n/d","Pseudonymised inputs only; aggregated outputs; built-in aggregation thresholds (values not published); advertiser signals not exportable (Amazon Ads)","\"No cost to eligible advertisers\"; Paid Features (beta) with Experian and NCS, price n/d (Amazon Ads)","Path-to-conversion, reach and frequency, audience building for Amazon DSP; 25-month lookback","Case studies cite UNICEF, SimpliSafe and Tinuiti for Poppi (vendor claims, Amazon Ads)"],["Snowflake Data Clean Rooms (ex-Samooha)","Snowflake Native App; collaboration defined by YAML; roles Owner, Data provider, Analysis runner (Snowflake docs)","All parties on Snowflake; cross-cloud and cross-region via Cross-Cloud Auto-Fulfillment; AWS, Azure and Google Cloud (Snowflake product page)","n/d on PAIR or ADMaP in Snowflake docs","Column exposure policies per data offering; templates (JinjaSQL) and approved Python code specs; differential privacy from the LeapYear acquisition was in preview at GA (InfoWorld, 28 Mar 2024)","Application free in the Snowflake Marketplace since 28 Mar 2024; analysis runner pays compute; data providers need Enterprise Edition (InfoWorld, 28 Mar 2024; Snowflake docs)","Audience overlap, segmentation, incrementality, lookalike templates","Indeed, Roku, Horizon Media, Booking.com, Snap, Dentsu, Instacart, Samsung Ads named on product page (Snowflake, accessed 17 Oct 2026)"],["Databricks Clean Rooms","Delta Sharing-based; data stays in place; serverless clean-room cluster; outputs via Unity Catalog (Databricks, 9 Jun 2025)","GA on AWS and Azure Feb 2025, Google Cloud 9 Jun 2025; cross-cloud and non-Databricks partners via federated sharing (Databricks, 5 Feb 2025; Databricks, 9 Jun 2025)","n/d; identity partners Epsilon, Deloitte, LiveRamp, Acxiom (Databricks, 9 Jun 2025)","Approved notebooks, egress controls, audit logging, fine-grained privileges in Unity Catalog; HIPAA features (Databricks, 5 Feb 2025)","n/d; no public price list for the clean room itself","Multi-party (up to 10 organizations), ML on combined data, healthcare and finance collaborations","Mastercard, Intuit, AppsFlyer, Integral Ad Science, CoreLogic quoted at GA (Databricks, 5 Feb 2025)"],["Google Ads Data Hub (ADH)","Walled-garden room; Google event data joined with yours; results written to BigQuery in your project (Google, ADH intro)","Google Cloud project required","n/d; PAIR itself originated in Google Ads and is now an IAB Tech Lab standard (IAB Tech Lab, PAIR)","Static query checks, aggregation thresholds (about 20 users with noise injection, 50 with difference checks, 10 for click/conversion-only), filtered-row summaries (Google, ADH privacy checks)","n/d; BigQuery storage and compute billed to your project","Reach and frequency, attribution and audience analysis across DV360, Google Ads, CM360, YouTube","n/d (Google does not publish an adopter list)"],["Microsoft Azure Confidential Clean Rooms","Fully managed; confidential Spark SQL in TEEs on Confidential ACI inside AKS; governance via Confidential Consortium Framework; open-source container images (Microsoft Learn, doc dated 22 May 2026)","Azure; limited preview; not for personal or regulated data during preview","n/d","Remote attestation, allowedFields per dataset, minimum row counts per input (pre-conditions) and per output group (post-filters), approval by every data owner","n/d (preview)","Media and advertising, banking, healthcare, public sector scenarios listed by Microsoft","None named"],["LiveRamp Clean Room (ex-Habu)","Vendor-hosted orchestration over customers' clouds; LiveRamp identity resolution; habu.com now redirects to liveramp.com (LiveRamp, accessed 17 Oct 2026)","Partners listed: AWS, Snowflake, Google Cloud (LiveRamp, accessed 17 Oct 2026)","n/d on the LiveRamp site; AWS lists LiveRamp as a provider-based matcher inside Clean Rooms (AWS pricing)","Identity resolution with claimed 99.5% match on full PII (vendor claim), aggregated outputs (LiveRamp)","n/d","Cross-cloud measurement, retail media closed-loop reporting","Named a Leader in the 2025 IDC MarketScape for clean rooms (vendor statement, LiveRamp)"],["InfoSum (WPP)","Decentralised: each party's data stays in its own environment; products Beacons (cross-cloud), Data Collaboration Platform, Private Path (multi-company) (InfoSum, accessed 17 Oct 2026)","Cross-cloud per Beacons; specifics n/d","n/d","Non-movement of data; aggregated outputs","n/d","Publisher and broadcaster audience matching, retail media (Tesco and Heineken case study)","Logos: ITV, Channel 4, Boots, Deliveroo, Disney Ad Sales, Samsung Ads, Amazon Ads (InfoSum); footer reads \"A WPP Company\""],["Optable","Vendor-hosted data collaboration platform with clean room, ID Switchboard, Audience Agent; AdCP founding member (Optable, accessed 17 Oct 2026)","n/d; \"Optable Audience Agent\" is the only Private-deployment entry in the IAB Tech Lab registry's first ten (PPC Land, 11 Mar 2026)","AdCP yes; UID2 yes (Triton case study); PAIR and ADMaP n/d (Optable)","Clean-room joins \"without exposing raw data\"; details n/d","n/d; \"no per-impression fees for identity\" (vendor claim)","Publisher audience enrichment, direct deals, agentic marketplace","Unity, Triton Digital and iHeartMedia, The Globe and Mail and VIA Rail (vendor case studies, Optable)"],["Decentriq","Vendor-hosted on confidential computing; \"sharing without sharing\"; Zürich, since 2019 (Decentriq, accessed 17 Oct 2026)","n/d (enclave hardware; specific cloud n/d on site)","n/d","Confidential computing, homomorphic encryption (vendor statements), no-code and Python/R analyzes, SOC 2 Type 2","n/d (pricing page not available)","Publisher and retailer audience collaboration in DACH and wider EU, healthcare","IKEA Austria, Samsung, PostFinance; partners ProSiebenSat.1, Goldbach, Publicis Media, Scout24 (Decentriq)"],["Samooha (historical)","Native-app clean room on Snowflake; acquired by Snowflake 18 Dec 2023, closed 20 Dec 2023, terms undisclosed (Snowflake, 18 Dec 2023)","Snowflake","n/a","Industry templates","n/a","Became Snowflake Data Clean Rooms","Co-founders Kamakshi Sivaramakrishnan and Abhishek Bhowmick joined Snowflake (Snowflake, 18 Dec 2023)"],["Self-hosted clean room","Operator runs the join and the query engine on owned or dedicated infrastructure; see requirements below","None by design; can sit in a sovereign or on-premise environment","Must implement PAIR and ADMaP yourself from the IAB Tech Lab specifications (IAB Tech Lab, PAIR; ADMAP on GitHub)","Whatever you build: commutative encryption or PSI for matching, aggregation thresholds, DP libraries, approval workflow, audit log","Capital and staff cost; no per-query fee","Regulated data (GLBA, HIPAA, CPNI), EU residency without a US processor, retail media networks that own the match","n/d"]],"sourceUrls":[["https://docs.aws.amazon.com/clean-rooms/latest/userguide/doc-history.html","https://aws.amazon.com/clean-rooms/pricing/","https://advertising.amazon.com/solutions/products/amazon-marketing-cloud"],["https://advertising.amazon.com/solutions/products/amazon-marketing-cloud"],["https://docs.snowflake.com/en/user-guide/cleanrooms/introduction","https://www.snowflake.com/en/product/features/data-clean-rooms/","https://www.infoworld.com/article/2336670/snowflakes-data-clean-room-promises-to-ease-analysis-of-pii-data.html"],["https://www.databricks.com/blog/whats-new-databricks-clean-rooms","https://www.databricks.com/blog/databricks-clean-rooms-now-generally-available-aws-and-azure"],["https://developers.google.com/ads-data-hub/guides/intro","https://iabtechlab.com/pair/","https://developers.google.com/ads-data-hub/guides/privacy-checks"],["https://learn.microsoft.com/en-us/azure/confidential-computing/confidential-clean-rooms"],["https://liveramp.com/","https://aws.amazon.com/clean-rooms/pricing/"],["https://www.infosum.com/"],["https://www.optable.co/","https://ppc.land/iab-tech-labs-agent-registry-hits-10-with-amazon-and-new-deployment-types/"],["https://www.decentriq.com/"],["https://www.snowflake.com/en/blog/snowflake-to-acquire-samooha/"],["https://iabtechlab.com/pair/","https://github.com/InteractiveAdvertisingBureau/ADMAP/tree/main"]]}