Gaining media insights while protecting customer data with Amazon Publisher Cloud (APC) powered by AWS Clean Rooms

Many Amazon Web Services (AWS) customers in media and entertainment (M&E) today work with Amazon Publisher Services (APS), part of Amazon Ads, which helps publishers build, grow, and monetize their digital businesses through a suite of tools and cloud services. These customers also run broadcasting, streaming, and analytics workloads using AWS Media Services, such as Amazon Elemental MediaLive or AWS Elemental MediaTailor, and store audience engagement and advertising data in Amazon Simple Storage Service (Amazon S3). To more effectively monetize content and improve advertising experiences for their audiences, these customers need to better leverage their data stored on AWS to improve the ad programs and monetization they run through APS. However, to unlock the value of first-party data, customers need new capabilities to help enable interoperable audience- and context-aware media planning, activation, and measurement while protecting customer privacy, as well as the intellectual property of their data.

Inspired by customer needs, APS announced today the upcoming June general availability of Amazon Publisher Cloud (APC), a signal collaboration service that helps media and entertainment companies analyze their first-party data with unique signals from Amazon Ads and advertisers without having to share or move their underlying data from their AWS cloud environment. Built on AWS Clean Rooms, APC helps M&E companies plan, activate, and measure programmatic deals, informed by the ability to analyze their first-party data together with signals from Amazon Ads and advertisers to deliver improved monetization results. APC on AWS Clean Rooms helps publishers drive more efficient campaign reach among advertisers’ desired audiences, and can be activated seamlessly across formats, properties, categories, and transaction types in Amazon DSP, all without moving or sharing their underlying data with APC. To get started, APC starts a collaboration and invites a media company to analyze its signals to identify and analyze overlaps with Amazon Ads signals without exchanging identifiers, events, or any other underlying data. The media company controls access to its signals and sets data analysis permissions and restrictions that are appropriate for its use case, which are automatically applied to protect its data.

AWS Clean Rooms can be used universally to enable collaborations with any other company that stores data in AWS, making it easy for M&E companies to create collaborations with other partners, such as advertisers, agencies, or measurement providers, in support of other advertising and marketing use cases.

“Clean room technology is more valuable than ever, as it enables disparate data streams to come together and inform strategy in a way that protects proprietary data. By bringing AWS Clean Rooms capabilities to our digital media publisher solutions—together with Amazon Ads’ comprehensive insights, AWS is providing customers with the tools to fuel targeted deals that will better appeal to advertisers,” said Steve Rabuchin, Vice President, Amazon Ads, 3P Supply.

Announced at the 2023 un:Boxed conference, APC beta has been used for programmatic deals by Dotdash Meredith, DirecTV, Fandom, Flywheel, and TelevisaUnivision, among others.

“The ability to collaborate directly with publishers in a privacy-enhanced manner easily unlocks huge value,” said Christine Gambino, Chief Product Officer, Flywheel. “Activating Omni Audiences across APC-connected publishers helps drive more efficient reach among key consumers for our brand partners.”

Take a closer look at Amazon Publisher Services to learn how to build, monetize, and grow your digital media business.

Contact us if you are an AWS customer and want to learn more about how to benefit from APC on AWS Clean Rooms.