Fivetran, an automated data movement company, has announced support for Amazon Simple Storage Service (Amazon S3) with Apache Iceberg data lake format. Amazon S3 is an object storage service from Amazon Web Services (AWS) that offers industry-leading scalability, data availability, security and performance. Apache Iceberg is a widely supported open-source data format that offers atomic, consistent, isolated and durable (ACID) transactions for data lakes.

Fivetran is the automated data movement platform, anonymizing personally identifiable information (PII) while cleansing, normalizing and automatically loading data into the lake.

As organizations continue to leverage data lakes to run analytics and extract insights from their data, progressive marketing intelligence teams are demanding more of them, and solutions like Amazon S3 and automated pipeline support are meeting that demand. Tinuiti, one of the largest independent performance marketing firms, handles large volumes of data on a daily basis and must have a data lake — Amazon S3 in particular — to power their customers’ brand potential.

Instead of focusing on all the manual steps required to ingest data, cleanse it, prepare it for usage, hash and block sensitive data, and then start querying it, modern organizations see great value in reducing data lake management efforts through pipeline automation and governance.

“Fivetran’s support for Amazon S3 and its standardization on Iceberg format makes it easier than ever for organizations to get their data into a lakehouse,” said Tomer Shiran, co-founder and CPO, Dremio. “With Fivetran, AWS and Dremio, organizations can build their open data lakehouse architecture for users to quickly access and query data and provide critical data-driven business insights.”