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Clean Room Activation
The clean room activation use case provides consumers with a privacy-first method for activating first-party data through a provider's media or advertising platform. Rather than transferring entire audience segments, consumers identify shared audiences within a clean room. Data 360 delivers the shared audience list directly to the provider for campaign activation within their demand-side platform (DSP), media system, or ad platform.
A retailer (consumer) wants to reach its loyalty program customers with targeted ads on the media network's (provider) platform. The retailer initiates a clean room collaboration with the media network (provider). The retailer runs the activation query, Data 360 matches the retailer's customer list against the media network's audience data and writes the matched records directly to the media network's S3 bucket. The media network activates the retailer's ad campaigns to the matched audiences. The retailer never sees the matched individuals. They see only how many rows were processed in the Clean_Room_Audit_Log DMO. See Activation Use Case Template for the terms and conditions of this use case.
Privacy and Data Ownership
Clean room activation ensures that the provider receives matched audience data without the consumer losing control of their first-party data.
- The matched audience list exists only in the provider's Amazon S3 bucket.
- Data 360 has write-only access to the specific S3 path that the provider configures. The consumer's org has no access to the provider's S3 bucket.
- The consumer's org records only the number of rows processed per query run in the Clean_Room_Audit_Log DMO.
- An AWS Identity and Access Management (IAM) role with a scoped trust policy restricts writes to the provider's S3 bucket to this specific collaboration only.
- Set Up Clean Room Activation
After a clean room activation collaboration is active, the provider receives matched audience data directly in their Amazon S3 bucket. The provider can then use the data to run targeted campaigns in their advertising platform or downstream media system. - Configure an AWS Identity Provider for Clean Room Activation
For each clean room activation collaboration invitation, configure your AWS account so that Data 360 can securely write query results to your S3 bucket, then accept the invitation in Data 360.
