Introducing Amazon Marketing Cloud Uploader from AWS

First-party signals are key to a brand’s advertising efforts, yet they become powerful only when they are translated into informative and actionable insights. However, processing and preparing data can often be a manual and time-consuming task for brands that want to upload that data into various platforms. Customers often look to Amazon Web Services (AWS) for tools to help simplify and automate manual tasks and processes, and this is especially true for customers wanting to leverage consumer insights for advertising use cases. Although the need for improved workflow automation is an industry-wide challenge, we are beginning in our own backyard—to better connect the dots between AWS and Amazon Ads, which offers a range of products and information to users to achieve their advertising goals.

AWS customers who advertise with Amazon Ads have a unique opportunity to use their first-party signals to optimize their Amazon Ads campaigns with Amazon Marketing Cloud (AMC), a secure, privacy-safe, and cloud-based clean room solution in which advertisers can perform analytics across pseudonymized signals. However, to meet the signal upload requirements of AMC, customers have had to dedicate IT resources to format, prepare, and upload through the AMC API. Advertisers and their partners have asked for easier ways to prepare their data for AMC in order to optimize their Amazon Ads campaigns.

Today, we’re excited to launch Amazon Marketing Cloud Uploader from AWS, a new AWS Solution that allows AWS and Amazon Ads customers to accelerate the process of uploading signals into their AMC instance. AMC continues to have the same privacy-preserving controls with this solution, and query results remain aggregated and anonymous.

With Amazon Marketing Cloud Uploader from AWS, customers will be able to:

1. Streamline an AMC upload: This solution makes it easier for customers to seamlessly upload their signals into their AMC instance. An API and new user interface help customers to automate the data transformation process and define the required format prior to ingestion into AMC.
2. Reduce deployment time: Within hours instead of weeks, advertisers and agencies can efficiently upload their signals from AWS to AMC – without having to dedicate IT resources to build and support the upload workflows.
3. Maintain full control of their data: The solution is launched in a customer’s AWS account, making sure that they maintain full control of the data that they want to share with AMC.

“Amazon Ads customers with data in AWS want to easily upload their signals to Amazon Marketing Cloud to measure and better understand the impact of their campaigns. To streamline functionality, this new solution will automate commonly used workflows. Now, it will take only a few hours for customers to upload their signals from AWS to AMC, reducing the time needed for those signals to result in actionable insights.” —Miranda Chen, Director, AMC Partners and Solutions

This solution is available today for Amazon Ads customers with an existing AMC instance and access to the AWS account associated with AMC. With a single click, customers can deploy the solution to run the normalization, hashing, file transfer, and API calls required by the AMC API. After the upload is complete, customers can query AMC for multiparty collaboration insights across their first-party and Amazon Ads pseudonymous signals.

The architecture diagram for this solution is shown in Figure 1. The process flow is indicated in the figure by the numbers in black circles and described below:

1. The user uploads first-party data to a designated S3 bucket.
2. The user logs into the provided web application.
3. Within the web application, the user selects a CSV or JSON file to upload and defines how the columns in that file should map to an AMC compatible schema.
4. When the user submits their upload request, a dataset definition will be created in AMC and the ETL process will begin in AWS Glue.
5. The user-specified file is loaded into an AWS Glue job, where PII data is normalized and hashed, and timeseries records partitioned according to the data specifications provided by AMC.
6. The AWS Glue job outputs results in an AMC compatible format to Amazon S3. This event automatically triggers a request to AMC to begin uploading those results.
7. AMC asynchronously uploads the transformed data from Amazon S3.

After customers have uploaded their signals into their AMC instance through Amazon Marketing Cloud Uploader from AWS, they can use Amazon Marketing Cloud Insights on AWS to accelerate gaining actionable insights. This existing AWS Solution helps advertisers and agencies running campaigns on Amazon Ads to easily deploy AWS services to store, query, analyze, and visualize reporting from AMC. Together, these two solutions help reduce IT resources and streamline AMC workflows in order for advertisers to measure the impact and obtain a better understanding of their Amazon Ads campaigns. Learn more about this solution here, and get started today by launching it in your AWS Console.