Amazon Publisher Services is launching Signal IQ in beta, a solution to help publishers understand the impact of their supply-side signals beginning with third-party ad IDs like LiveIntent and Yahoo ConnectID. Also announced, Amazon Publisher Cloud will be available in June to North American web and streaming TV publishers. Built on AWS Clean Rooms, Amazon Publisher Cloud will help connect first-party signals with insights from advertisers and Amazon Ads.

Data clean rooms enable publishers and advertisers to share customer data without revealing individual identifiers, but they are not fast enough to support real-time bidding on open web advertisements.  Symitri launched yesterday with a promise to close that gap, $5 million in funding, and the purchase of TRUSTX, a premium private marketplace created by Digitial Content Network and more than 30 top publishers.

Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.