AWS Clean Rooms x Gigi: The preferred means of data collaboration with Amazon Ads

December 3, 2024

5 min

We believe that every brand activating Amazon Streaming TV campaigns should leverage first-party data collaboration as a foundational tenet of their advertising strategy. Amazon’s recent release of Amazon Marketing Cloud (AMC) on AWS Clean Rooms enables brands to harness their first-party data to securely collaborate with Amazon Ads’ signals through AMC without having to move or share their source data from AWS.

At Gigi, we’re proud to now support AMC on AWS Clean Rooms as our preferred means of data collaboration as a part of the Gigi 1P Platform. For enterprise brands, this means you can now securely analyze your data with Amazon Ads’ unique signals while eliminating the cost, risk, and complexity associated with migrating datasets out of existing environments.

Why are we doing this?

Preserve confidentiality and increase data security

One of the biggest blockers for brands when collaborating with first-party data is the need to move first-party data directly into AMC via AMC Uploader. Data movement comes with inherent risks, and security teams often hesitate to expose themselves to these risks—usually at the behest of their corresponding marketing teams.

We wanted to solve this problem by leveraging the best of Amazon’s ad tech. Effective today, we have deprecated the use of AMC Uploader for data collaboration at Gigi. This ensures our customers’ data has zero movement and is only collaborated via secure data encryption and hashing.

Enable data isolation within existing data infrastructures

AMC on AWS Clean Rooms enables data isolation, meaning brands can benefit from their internal privacy standards without needing resources to operationalize the movement of first-party data or with zero extract, transform, and load (zero-ETL) efforts.

This helps centralize a single source of truth for our customers’ first-party data, ensuring data integrity and compliance. This also maximizes the interoperability and security of the data, eliminating unnecessary data duplication during collaboration (leading to zero-copy).

How this works in the Gigi 1P Platform

In order to benefit from the AMC on AWS Clean Rooms collaboration with Gigi, customers' first-party data must already be on AWS S3 or in Snowflake so AWS Clean Rooms can query it.

Note: Many CDPs are built on either AWS (like Rudderstack) or Snowflake (like Simon). We also anticipate more data warehouses like Databricks to be supported natively by AWS Clean Rooms in the future. If a brand is unsure if their data is stored in AWS or Snowflake, Gigi can help ascertain this.

At a high level, the steps are as follows:

We work alongside the Amazon Ads team to set up a AWS Clean Rooms-enabled AMC instance, then create an AWS Clean Rooms collaboration and invitations.
Upon authorization, our engineering team will build a Gigi-designed data model within the AWS account based on first-party signals that enable these first-party signals to be interoperable with AMC.
Once the AWS Clean Rooms invitations have been accepted, we ensure correct configurations are applied to the collaboration.
Then, Gigi’s proprietary queries will be run through the collaboration against first-party signals and Amazon Ads’ signals to generate lookalike audiences and cross-channel measurements.
On Gigi’s home screen, customers would be able to see such insights from both Amazon and your first-party signals, leverage our omnichannel reporting, and layer first-party commerce data with Amazon signals for audience creation.

“Our partnership with Gigi through AMC on AWS Clean Rooms exemplifies our commitment to enhancing first-party collaboration while promoting data security. By enabling privacy-enhanced analyses with client's first-party data stored in Amazon S3, Gigi is now able to query insights without data ever leaving their AWS account. This innovative approach not only fosters trust throughout the advertiser landscape but also maximizes the potential of their data in a familiar and secure environment.” -James Sullivan, Principal Product Manager, Amazon Ads

The continued power of AMC data collaboration on AWS Clean Rooms

Enhanced collaboration opportunities

AMC on AWS Clean Rooms enables a new element of interoperability with other first-party sources, and can provide multi-tenant collaborations. Additionally, a brand can leverage the same AWS Clean Room to collaborate with other third-party publishers that may already be using AWS. This can provide brands with greater access to holistic omnichannel insights via data partnerships beyond their own first-party sources.

Scale campaigns for non-endemic brands

Secure data collaboration is especially beneficial for brands that don’t use Amazon as a retail partner (ie non-endemic advertisers) and already house their first-party signals on AWS. For many, launching Streaming TV and Amazon DSP campaigns can be difficult. They often encounter a cold start — where they have no historical signals across Amazon to create audiences with. However, by leveraging AMC on AWS Clean Rooms, Gigi can match first-party signals across the entirety of Amazon, not just an exposed customer base, allowing our customers easily create audiences and reach new-to-brand customers across Amazon.