Data Cloud - Amazon Consent Update

What is Happening?

In response to new regulations in Europe and elsewhere, Amazon Marketing Cloud (AMC) and Amazon DSP have released a new feature asking their customers to include Country Code with any activated record to their marketing ecosystem. They will use this information to more accurately apply the appropriate regulatory oversight to the activated record in question. 

Amazon has listed out their guidance here. It’s important to note that this is a “highly recommended” additional field but not a required one. That said, if Country Code is not included, Amazon may apply more restrictive filters on the unspecified record, leading to reduced matches and yield on your activated audiences. There are some workarounds that Amazon lays out here that may be relevant to your use case – please review and reach out to your Amazon rep if you have more questions on that front.

Please note that this update is being enforced worldwide on Amazon Ads and Amazon DSP audiences, and this update is retroactive to February 29, 2024.

What is Salesforce Doing to Support This?

Salesforce’s Data Cloud product team immediately initiated development to enable customers to include country code as an attribute for audience activations delivered to Amazon via our Advertising Audiences integration. 

What Can You Do?

To comply with Amazon’s recommendation via this update, you need to start mapping Country Code values to any records you would like to activate to Amazon. These need to be formatted “as 2-character string in the ISO 3166 format that indicates from which country the data was collected (for example, US or GB).” Please note that even if all of your customers are based in the same country, and you’ve never advertised in a region with relevant privacy regulation, Amazon may still require this field. 

There are several ways you can map the Country Code value to your customer records depending on how you’ve configured your data model, but some standard approach examples may be found in our help documentation. Customers should update any existing Activations to Amazon via our Advertising Audiences integration to include Country Code as a mapped value. Similarly, any new activations going forward should include Country Code.