Digital brands are sitting on a goldmine of customer data — from transaction and subscription behavior to repeat purchases across first-party (1P) channels. But most of this signal-rich data lives in silos, cut off from the advertising platforms that need it most. For marketers investing in Amazon DSP (ADSP), this creates a fundamental disconnect. Knowing where and how your customers shop across channels is critical to understanding the impact of your ad dollars. 

However, moving data out of your CDP or data warehouse into Amazon or any other platform is no small feat. Privacy concerns, operational friction, and security roadblocks mean that true 1P data collaboration remains just out of reach for most brands.

Until now.

Today, we’re thrilled to announce our partnership with Daasity, which enables seamless, secure, and privacy-compliant 1P data collaboration to enhance Amazon DSP campaign performance. In doing so, brands can enrich audience targeting and deterministically measure their Amazon DSP campaigns across Amazon and first-party channels. This is made possible through Amazon Marketing Cloud (AMC) on AWS Clean Rooms — the most secure and privacy-first way to collaborate first-party data with Amazon Ads.

• Preserve confidentiality and increase data security: With AMC on AWS Clean Rooms, Gigi connects with your Daasity Snowflake instance to collaborate your first-party data with Amazon Ads signals while eliminating the cost, risk, and complexity associated with migrating datasets.

• Enable data isolation within existing data infrastructure: Benefit from your internal privacy standards without needing resources to operationalize data movement. This creates a single source of truth while ensuring data integrity and compliance.

• Leverage Gigi's 1P platform for interoperability: Gigi transform the raw 1P data into a standardized data model to be interoperable with AMC. Brands can then leverage a host of queries in AMC that incorporate 1P signals and Amazon signals for audience generation and outcome-based measurement.

• Improve match rates for ad targeting and measurement: Enrich and deduplicate your own first-party data with AWS machine learning models to better reach your ideal customers. With AMC on AWS Clean Rooms, Gigi has seen an average match rate of 49.2%.

For Daasity customers, this partnership enables you to enrich your customer data with Amazon’s unmatched reach while respecting every inch of your privacy and compliance requirements and existing data infrastructure. 

The power of collaborating your data

If your brand uses a CDP or centralized data layer, you’ve already invested in organizing and enriching your first-party data. But without a way to activate that data within platforms like Amazon DSP, you're leaving performance on the table. Once your 1P data and Amazon Ads signals are collaborated within AMC on AWS Clean Rooms, Daasity customers can use Gigi to build highly relevant and targeted audiences to drive true new-to-brand customers within their Amazon DSP campaigns. 

With Gigi x Daasity:

• Build lookalike and rule-based audiences using cross-channel purchase behavior and insights

• Negate past purchasers across both ecosystems to target true new-to-brand (NTB) customers

• Deterministically track campaign impact across Amazon and DTC channels

One Daasity + Gigi customer, Nécessaire, leveraged data collaboration to target true new-to-brand users with their Streaming TV ads by excluding past purchasers across both Amazon and Shopify. The results? By measuring performance across both Amazon and Shopify, Nécessaire saw: 

• 29.5% lift in NTB sales

• 17% lift in assisted ROAS

• 14.7% lift in NTB purchases

The Gigi x Daasity partnership makes it easier for brands to securely connect and collaborate their existing data to enrich how they plan, activate and measure media across Amazon and first-party channels. 

Ready to connect your first-party data with Amazon Ads? Learn more 👇