Amazon Ads announces Amazon Marketing Cloud is now available on AWS Clean Rooms

Amazon Marketing Cloud (AMC) on AWS Clean Rooms enables companies to optimize advertising and business performance all within their AWS account

Amazon Ads today announced that Amazon Marketing Cloud (AMC) on AWS Clean Rooms is now available for all advertisers using AMC and AWS Clean Rooms, enabling advertisers to more seamlessly collaborate with Amazon Ads exclusive signals, generate enhanced insights, and discover new audiences – all without having to move their underlying data outside of their Amazon Web Services (AWS) environment. Amazon continues to empower businesses with the tools and controls to harness the full potential of their first-party signals. AMC on AWS Clean Rooms delivers a comprehensive view of customer interactions and business outcomes that can be activated and optimized in the Amazon DSP.

“Clean rooms play an important role in helping advertisers navigate the evolving addressability landscape by helping them produce unique insights and create custom audiences through the collaboration of their first-party data and accurate third-party signals. said Paula Despins, Vice President of Ads Measurement, Analytics, and Data Science at Amazon Ads. “Amazon Marketing Cloud has proved to offer advertisers significant value and we’re excited to now have it on AWS Clean Rooms.”

Advertisers work with a range of providers, including media agencies, measurement services, integrators, and customer data platforms, in addition to Amazon Ads. Now, with AMC on AWS Clean Rooms, advertisers can prepare and match their first-party signals stored in their AWS environment with AMC, all without having to move their underlying first-party data.

“With this launch, our customers can easily collaborate with the first-party data in their AWS account and unique signals that are only available in Amazon Marketing Cloud to improve and optimize their Amazon Ads campaigns without moving their underlying data,” said Pasquale DeMaio, Vice President of AWS Applications. “Advertisers, agencies, and their partners can then deploy AWS services to gain a more in-depth understanding of their customers’ journey.”

Merkle utilized AMC on AWS Clean Rooms to help Champion Petfoods (maker of premium pet food brands ORIJEN and ACANA) unlock insights about their audiences' brand preference from first-party CRM records without data movement. Through signal collaboration with AMC on AWS Clean Rooms, Merkle was able to determine that while more than 28 million customers had seen an ad from their recent Amazon DSP campaign, this included only 19% of their total CRM audience. Merkle used this information to create an AMC audience of customers with strong brand affinity for activation within Amazon DSP, expanding their target audience by 60%.

“AMC on AWS Clean Rooms enhances our approach to data-driven insights. Not having to move raw data outside of our cloud environment allows us to streamline the connection of previously disjointed CRM data with Amazon Ads signals to unearth deeper, more powerful planning insights,” said Tom Miller, Global CXM Alliances Lead at Merkle. "Combining Amazon Ads campaign events with our CRM data empowers us to make focused, tactical adjustments to drive objectives in a way not previously possible with existing measurement capabilities - and we enjoy being able to run these analyses in a more streamlined way."

AMC on AWS Clean Rooms is now available for any advertiser, agency, or partner who uses AWS and Amazon Marketing Cloud. Interested advertisers can contact their Amazon Ads account representative to get started today.