Impact Data: Activate first-party data inside Amazon Marketing Cloud

Impact Data is a structured onboarding and activation program that connects your first-party customer data to Amazon Marketing Cloud (AMC) in a secure, privacy-safe, and operationally scalable way. Impact Data gives advertisers the infrastructure they need to unify CRM, CDP, POS, web, and mobile data and activate it inside AMC for advanced measurement, custom audience creation, and deeper cross-channel analytics.

With Impact Data, brands no longer need to build complex ETL pipelines, identity stitching logic, or governance frameworks. The service establishes a durable foundation for long-term AMC maturity, enabling advertisers to bring their own first-party intelligence directly into Amazon’s clean room ecosystem—unlocking more precise audience strategies, richer attribution modeling, and accelerated insights that improve media effectiveness across Amazon DSP and onsite channels.

AWS Customer-Deployed Data Upload Native-Service Framework Impact Data now includes an AWS Customer-Deployed data ingestion accelerator—a fully native AWS reference implementation that simplifies how business users upload and activate their first-party datasets into AMC without requiring engineering support. This solution is deployed into the customer’s AWS account for maximum control, compliance, and auditability. Key Capabilities Simple, business-friendly upload workflow Web Application Users drop files directly into a designated Amazon S3 folder—no CLI, no engineering tickets, no manual ETL. Automated validation & transformation AWS Lambda functions automatically validate schema, check compliance rules, normalize identifiers, and transform the file into AMC-ready datasets. Data governance & lineage tracking Amazon DynamoDB stores metadata, status, timestamps, user actions, ingestion logs, and schema registry entries for each dataset, ensuring a transparent ingestion trail that auditors approve and marketing teams can trust. Secure, private-by-design workflow All processing occurs inside the customer’s AWS account. Data never touches shared vendor systems. IAM roles, scoped buckets, and Lambda isolation ensure privacy compliance for sensitive PII-derived attributes. AMC-ready activation Once validated, datasets are automatically prepared for AMC Uploader or custom identity-resolution workflows, enabling measurement queries, audience refinement, and cross-channel analytics without manual steps. Business Impact Reduces onboarding time from weeks to hours Eliminates dependency on data engineering backlogs Ensures consistent, compliant, repeatable data ingestion Allows marketing teams to self-serve their AMC data needs Strengthens data ownership and internal governance Why Impact Data Impact Data unifies customer data across CRM, CDP, POS, web, and mobile systems into AMC using secure AWS-native pipelines—now enhanced with a customer-owned ingestion workflow that empowers non-technical business teams. Advertisers can combine their own first-party intelligence with Amazon’s audience and media signals to drive: More precise audience creation and targeting Deeper media measurement, incrementality, and funnel transparency Stronger attribution modeling with contextualized first-party intelligence Scaled analytics across Amazon DSP, Sponsored Ads, and AMC Advanced Queries Long-term data control and privacy management directly within AWS