Identity Boost

When a consumer's first-party data has gaps, they can initiate a clean room identity boost collaboration with an identity provider. The identity provider uses their identity graph to supply additional contact points to the consumer's DMO. The enriched data flows back into the consumer's Data 360 org. If the consumer wants to activate segments from this DMO, they can choose to activate the raw data or the enriched data. As long as the identity boost collaboration is active, the consumer can continue to activate enriched segments.

Privacy and Data Handling

Important Unlike standard clean room use cases, the identity boost use case shares personally identifiable information (PII) in unhashed form with the identity provider. Identity boost doesn't use hashing because address normalization variations (for example, different abbreviations of the same street address) produce different hash values, which reduces match quality. Before mapping your data, make sure that you have all required consumer consents and that you comply with applicable data usage agreements and privacy regulations. Data processing can occur outside your Salesforce region. Review the data sharing disclaimer shown in the mapping wizard before proceeding.

These privacy controls apply to identity boost collaborations.

• The provider receives only the fields that the consumer maps in the mapped template. No other data from the consumer's org is accessible.
• The enriched data that the provider returns is accessible only within approved activation contexts. Consumers can't directly browse or export the enriched PII.
• The data share that Data 360 creates between the consumer and provider is clean room–aware, so you can't reuse it for non-clean room data shares.

Identity boost differs from other clean room use cases in these ways.

Aspect	Standard Clean Room	Identity Boost
Package type	Data Collaboration Package.	Identity Boost Package.
PII handling	You must hash PII before it enters the clean room.	The consumer shares PII in unhashed form with the provider for matching.
Provider's data storage	Provider's Data 360 or AWS account.	Provider's Snowflake account.
Getting results	Consumer runs a query.	The provider runs the enrichment job in their Snowflake account. Data 360 then automatically refreshes the enriched data in the consumer's org.
Output	Aggregated results in an output DMO.	Enriched DMOs with additional contact attributes, available for activations.

• Set Up Clean Room Identity Boost
  Setting up and using a clean room identity boost involves steps for both the provider and the consumer. The provider creates a package and sets up their Snowflake environment. The consumer installs the package, creates a collaboration, and maps their data. After the provider accepts the invitation and runs the enrichment job, Data 360 automatically refreshes the enriched data in the consumer's org.
• Plan Your Snowflake Environment for Identity Boost
  Before accepting identity boost collaboration invitations, decide how to isolate customer data in your Snowflake account and which region to use. These decisions affect the architecture of every collaboration that you accept, so make them before you receive your first invitation.
• Configure Snowflake Trust Relationship for Clean Room Identity Boost
  For each collaboration invitation for the identity boost use case, complete the required Snowflake setup and then accept the invitation in Data 360. Data 360 tests the Snowflake connection automatically on acceptance.