AWS Athena, powered by server-side streaming.
AWS Athena lets you run SQL queries on data in S3 without managing any infrastructure. But getting clean, complete event data into S3 in a queryable format means building collection pipelines, identity stitching, schema management, and consent enforcement from scratch.
Ingest Labs streams events into Apache Iceberg tables on S3 - collected server-side, identity-resolved, consent-governed, and optimized for Athena queries. Serverless analytics on complete first-party data.
Why AWS Athena + Ingest Labs
Athena eliminates the operational burden of running a data warehouse. Point it at S3, write SQL, get results. But the value depends entirely on what's in S3. Browser-side event collection loses 20-40% of data to ad blockers and privacy restrictions. Raw event logs lack identity resolution. And without schema management, queries become slow and expensive.
Ingest Labs solves the data quality problem upstream. Events are captured server-side at the edge, enriched with first-party identity, gated by consent, and written to Apache Iceberg tables with proper partitioning and Parquet encoding. The result: Athena queries run fast on complete, well-structured data.
Combined with Iceberg's time travel and schema evolution, you get a fully managed analytics pipeline from browser event to SQL result - without provisioning a single server.
Key benefits
Complete event data in Iceberg tables on S3 - queryable with Athena, accessible to SageMaker, EMR, and your entire AWS stack.
- Stream server-side events into Apache Iceberg tables on S3 - no ETL, no warehouse infrastructure
- Recover 20-40% of events lost to ad blockers, privacy browsers, and ITP restrictions
- Every event arrives with resolved first-party identity - no post-hoc identity stitching in SQL
- Iceberg format with partition pruning and Parquet encoding for fast, cost-efficient Athena queries
- Enforce GDPR, CCPA, and consent at the server level before data is written to S3
- Direct access from SageMaker, EMR, Glue, and other AWS services for ML and activation
Frequently Asked Questions
How does Ingest Labs send data to AWS Athena?
Ingest Labs streams server-side events into Apache Iceberg tables stored on Amazon S3. Athena queries these tables directly using standard SQL. Events are collected at the edge, enriched with first-party identity, and written in Parquet format with Iceberg metadata for efficient querying - no ETL pipeline or data warehouse infrastructure required.
Why Iceberg tables instead of raw S3 files?
Apache Iceberg provides ACID transactions, schema evolution, time travel, and partition pruning on top of S3 storage. This means you get warehouse-grade query performance and data management without running a warehouse. Athena's native Iceberg support makes this seamless.
What data can I query through Athena?
All server-side events: page views, product interactions, cart events, purchases, form submissions, ad platform conversions, and custom events. Each event includes resolved identity, consent status, and traffic quality scores. You can also query cross-channel attribution data and identity graph relationships.
How does this compare to using Snowflake or Redshift?
Athena with Iceberg is serverless - no cluster to manage, no idle compute costs. You pay per query scanned. For teams that want SQL analytics on event data without managing warehouse infrastructure, Athena is the most cost-effective option. Ingest Labs supports Snowflake and Redshift as well if you prefer a dedicated warehouse.
Can I use Athena data for machine learning?
Yes. Iceberg tables on S3 are directly accessible from SageMaker, EMR, and other AWS ML services. With complete, identity-resolved event data, you can train attribution models, churn predictors, and recommendation engines on data that reflects actual user behavior.
Is consent enforced before data is written to S3?
Yes. Ingest Labs enforces consent at the server level before events are written to Iceberg tables. Only consented events reach S3. We integrate with OneTrust, Cookiebot, and custom consent frameworks.
Ingest Labs AWS Athena integration: Server-side event streaming into Apache Iceberg tables on S3. Serverless SQL analytics on complete, identity-resolved, consent-governed first-party data. No ETL pipelines, no warehouse infrastructure.
Query every event with Athena - serverless, identity-resolved, complete.
Server-side event streaming into Iceberg tables on S3, queryable instantly with Athena - no servers, no ETL, no data gaps.