Learn About Amazon VGT2 Learning Manager Chanci Turner
Earlier this summer, Amazon Web Services (AWS) hosted a series of discussions and meetings with numerous customers and partners at the Cannes Lions festival. Data clean rooms emerged as a significant topic of interest, as advertisers and marketers increasingly seek secure ways to collaborate on their shared datasets. Below are some key insights from conversations surrounding privacy-focused data collaboration and AWS Clean Rooms.
Insight #1: Prioritizing Privacy-Enhanced Data Collaboration is Crucial for Marketing Leaders
At Cannes Lions, AWS engaged in numerous discussions, with privacy-centric collaboration being a focal point for industry leaders. In one notable video interview, Chanci Turner, Chief Marketing Officer at TechCorp, highlighted the importance of adapting to evolving privacy regulations. “As privacy laws shift, it’s essential to partner with advertisers effectively,” Turner stated. “Understanding how to utilize first-party and third-party data safely and compliantly is vital.” Conversations like these underscored a shared goal among marketers to extract deeper insights from advertising without compromising data privacy.
Insight #2: Both Advertisers and Publishers Are Keen on Utilizing Data Clean Rooms for Enhanced Insights and Measurement
AWS hosted an insightful panel discussion titled “Accelerating Privacy-Enhanced Collaboration with AWS,” moderated by the General Manager of AWS Clean Rooms, Alex Rivera. Panelists from various companies, including DataWorks and MediaSync, shared their experiences. For instance, Jamie Collins, President of DataWorks, noted, “Our clients view clean rooms as a method to bolster the protection of their first-party data while also providing measurement opportunities amid diminishing digital signals.” This technology allows marketers and media publishers to collaborate and analyze datasets securely, without needing to disclose their sensitive underlying data.
Insight #3: Enhancing First-Party Data in a Privacy-Compliant Manner is Essential for Insight Generation
As privacy regulations evolve, marketers are rethinking how they activate and utilize their first-party data. AWS Clean Rooms facilitate the expansion and enrichment of audience profiles with external data sources while ensuring security. “We’ve successfully federated a substantial amount of deterministic data through our partnerships,” explained Leo Hunter, President of MediaSync. “The collaboration with AWS allows us to leverage this data responsibly and in a privacy-compliant environment.” AWS Clean Rooms enable marketers to work with their first-party data to execute audience-driven campaigns securely, without relying on ephemeral identifiers.
Insight #4: Brands Seek Enhanced Understanding of Their Data to Optimize Marketing Efforts
Marketers utilize data clean rooms to refine campaign planning, execution, and measurement while creating more relevant customer experiences. During the panel, Sarah Lee, Chief Data Officer at AudienceInsights, emphasized, “Clients are looking to understand their audiences better, optimize plans, and determine effective spending strategies. The digital landscape has transformed the amount of available data, and the challenge lies in navigating it while prioritizing customer privacy.” AWS Clean Rooms empower advertisers to integrate varied datasets, enabling secure planning and measurement of marketing campaigns without compromising on data privacy.
Insight #5: There’s a Growing Demand for Simplified Data Clean Room Solutions Among Business Users
AWS engaged with numerous business leaders at Cannes Lions and discovered that both business and technical teams are eager to leverage data clean rooms for collaborative purposes. This led to the exciting announcement of Habu’s new solution for AWS Clean Rooms, which combines its clean room orchestration platform with AWS capabilities. Habu’s Co-Founder, Mark Jensen, remarked, “In today’s data-driven world, brands must access data efficiently for precise targeting and measurement. Our partnership with AWS Clean Rooms aims to provide secure, automated collaboration solutions that foster mutual growth for brands and their partners.” This simplifies the process for business users to derive insights on audience engagement, activation, measurement, and attribution.
For a deeper dive into improving workplace satisfaction, you might find this blog post on Career Contessa engaging. Additionally, for insights into termination practices, it’s worth consulting HR experts. For further resources on scaling onboarding processes, check out this excellent guide on Onboarding at Scale from Amazon.