Building An Amazon Marketing Cloud Clean Room
Enhancing Data Privacy & Collaboration With A Private, Trusted Amazon Marketing Cloud Clean Room
The term “Data Clean Rooms (DCRs)” is often used in conjunction with descriptions of Amazon Marketing Cloud. But what, exactly, is a DCR? A DCR provides a protected setting where various organizations or sections of a single organization can collectively analyze data while adhering to specific rules and limitations to ensure data security.
AMC Clean Room and Cloud DSP Analytics
Amazon offers what they describe as an “Amazon Marketing Cloud Clean Room” to house the data and an interface to issue SQL queries. However, a DCR is not limited to the Amazon Ads AMC.
Did you realize platforms like Snowflake, Google BigQuery, Databricks, and others can also operate as an Amazon DCR? They can! This means there are two types of clean rooms available;
- Amazon Ads developed and managed AMC Clean Room.
- Cloud Platform Clean Room (Snowflake, Google BigQuery, Databricks, AWS Clean Rooms, and many others).
We will go into the variations on each below.
What is Amazon Marketing Cloud Clean Room, and how does it work to support analytics?
AMC’s integration with Cloud DSP (Demand-Side Platform) is built and managed by the Amazon Ads team on top of AWS infrastructure.
The Amazon Ads AMC DCR environment allows advertisers to combine and analyze their data with aggregated, anonymized Amazon data without compromising user privacy. The clean room concept, known as a Data Clean Room or a data “walled garden”, is particularly relevant in an era where data privacy concerns are paramount.
A DCR provides a secure, privacy-safe, and cloud-based clean room solution, an analytics solution where advertisers can glean insights from vast datasets while adhering to stringent data privacy standards and protecting consumer data across different media channels.
The outputs of AMC enable advertisers, including AMC API users, to programmatically buy display, video, and audio ads based on the insights obtained in the platform. This is one of the unique selling points of the Amazon service: the ability of marketers to trigger modifications to active campaigns based on custom audiences.
Data Clean Room for multi-channel attribution & insights
Integrating Cloud DSP within AMC offers a seamless experience for managing advertising campaigns across Amazon’s ecosystem and beyond.
Advertisers can unify sales and marketing data from sources like Amazon Selling Partner, Amazon Advertising, Google Ads, Facebook Marketing, Shopify, and many others to make more informed strategic decisions in private DCRs in data lakes or cloud warehouses for audience activation and campaign performance, ultimately helping them reach their business goals. Teams can use favorite tools like Tableau, Microsoft Power BI, Looker, SAP, SAS, custom SQL queries, and others.
Private, Trusted, Advertiser Owned Cloud Data Warehouse Platform Clean Room
Unlike the Amazon Ads AMC Clean Room, platform-based DCRs do not have Amazon DSP requirements. You have full control and flexibility to define what resides in your DCR and how it should be used.
Using platforms like Snowflake, Google BigQuery, Azure, AWS, and Databricks, these types of solutions offer substantial benefits for data-clean rooms (DCR) and non-DCR use cases.
In DCR scenarios, these tools ensure data security and privacy, a critical aspect of compliance with regulations like GDPR and CCPA. They enable secure data sharing and collaboration within an organization and with external partners without exposing sensitive raw data.
This is particularly beneficial for projects that require joint data insights while maintaining strict data privacy.
For non-DCR use cases, these platforms offer a unified data environment that is highly scalable and efficient. They can handle large volumes of data, making them ideal for advanced analytics and machine learning tasks across various business functions.
Their flexibility in integrating with diverse data sources and formats makes them versatile tools for various data management needs. Comprehensive data governance ensures accuracy and consistency, enhancing overall data quality and supporting responsible data usage across different business applications.
Industry Standard, Robust Ecosystems
The robust ecosystem surrounding data warehouse solutions like Snowflake, Google BigQuery, Azure, AWS, and Databricks significantly enhances their utility.
They are natively supported by a wide range of data visualization, machine learning, reporting, query, and business intelligence (BI) tools, enabling comprehensive data analysis and insight generation. Get the data you need to fuel your favorite reporting, data visualization, SQL, or data science tools like Tableau, Microsoft Power BI, Looker, Amazon Quicksight, SAP, SAS, custom queries, and others.
Integrating advanced analytics across key metrics and machine learning tools allows businesses to derive deeper insights from their data, facilitating data-driven decision-making, one of the top business priorities for teams optimizing media investments.
The compatibility with various data visualization and BI tools makes it easier for businesses to interpret complex data sets and effectively communicate findings across the organization.
This ecosystem streamlines the data analysis and empowers businesses to leverage their data clean room environment for strategic advantage, optimizing operations and enhancing customer experiences.
What are the Amazon & AWS requirements to activate your Marketing Cloud Clean Room?
Advertisers need to have an executed Amazon DSP Master Service Agreement (MSA), planned campaigns or campaigns live in the last 28 days at Amazon DSP, a technical resource familiar with SQL, and for AMC API users, advertisers should also have an Amazon Web Services (AWS) account.
Interested eligible advertisers can contact their Amazon Ads account executive to learn more about setting up AMC via web-based UI and API. Your account leader will help you weigh AMC's associated costs and benefits to determine if it is the right fit for making more informed decisions for your potential Amazon customers.
Take the next step — for free.
Want to activate BigQuery, Snowflake, Databricks, Amazon Athena, and Azure Data Lake clean rooms? You can create clean rooms in minutes and quickly analyze datasets with your partners.
Openbridge offers code-free, fully automated data pipelines to a private, trusted cloud warehouse or data lake clean room. With your data unified, you can use your favorite analytic tools like Power BI, Looker, Tableau, and others for internal teams or external partners.
By providing advertisers with automated, direct first-party data, Openbridge accelerates the speed at which your team’s team can collaborate, share, and gain valuable insights that deliver data-driven growth and profit.
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