Advertising and marketing technology is experiencing unprecedented disruption and transformation. For example, exponential growth in media consumption creates infrastructure challenges for companies to handle tens of millions of requests per second at single-digit millisecond latency.
Companies across the industry need mechanisms to collaborate and interoperate across advertising and marketing platforms, but they also want to protect consumer data and avoid sharing data with each other. Marketers want to create a 360-degree view of their consumer interactions to provide more relevant experiences but then need to spend months of development time linking together datasets across different applications and channels.
To help customers through this transformation, today we are introducing AWS for Advertising & Marketing, an initiative that features new and existing capabilities from AWS and AWS Partners used by thousands of customers globally for their advertising and marketing technology workloads. AWS for Advertising & Marketing brings together a comprehensive set of purpose-built AWS Services, AWS Solutions, and 150+ AWS Partner offerings to help customers innovate faster, operate efficiently, and interoperate together across five critical solution areas: Audience & Customer Data Management, Privacy-Enhanced Data Collaboration, Ad Intelligence & Measurement, Ad Platforms, and Digital Customer Experience. This new initiative simplifies the process for industry customers to select the right tools and partners in each area, helping them to accelerate their production launches and see faster time to value. For customers looking for prescriptive, solution-specific support, AWS for Advertising & Marketing also establishes dedicated AWS industry specialists and AWS Professional Services teams across all five solution areas, and identifies leading industry partners in each area—including Adobe, Aerospike, Amperity, Databricks, Experian, LiveRamp, Neustar, Salesforce, and Snowflake.
AWS for Advertising & Marketing includes the newly announced AWS Clean Rooms. AWS Clean Rooms is a new analytics service that helps brands, media publishers, and ad tech companies securely analyze and collaborate on their combined datasets—without sharing or revealing underlying data. With AWS Clean Rooms, customers can create a secure data clean room in minutes, and collaborate with any other company on the AWS Cloud to get audience insights, advertising measurement, and advertising attribution. AWS Clean Rooms provides a broad set of configurable privacy-enhancing controls—including query controls, query output restrictions, and query logging—that allow companies to customize restrictions on the queries run by each clean room participant. AWS Clean Rooms will be available in preview in a few weeks.
AWS also announced that it will be adding new identity resolution capabilities in the coming months that can be used independently or together with AWS Clean Rooms to help customers match and resolve consumer records stored across disparate channels, without the need to build and maintain complex identity resolution workloads or share underlying data with partners. Together, these offerings make it easier for advertising and marketing customers to incorporate more insights into campaigns to improve reach, relevancy, frequency, and measurement while protecting consumer data.
“Customers in the advertising and marketing industry have been seeking new ways to interoperate with their partners while protecting consumer data and reducing heavy lifting from their engineering teams,” said Tim Barnes, director of solutions for advertising & marketing technology at AWS. “With the launch of AWS Clean Rooms and AWS for Advertising & Marketing, AWS customers now have a broad set of solutions that make it easier for them to collaborate together securely, operate cost-effectively at petabyte scale and millisecond latency, and innovate more quickly in areas like advertising measurement and customer experience.”
Adobe’s expertise as a premier provider of marketing and commerce solutions is supported by the AWS Cloud so that our joint customers can provide excellent customer experiences that are scalable, reliable, and secure.”
– Nik Shroff, Sr. Director Global Tech Partners, Adobe
Let’s look at how this initiative aligns services, solutions, and partners across Advertising & Marketing solution areas:
Audience & Customer Data Management
Companies across advertising and marketing technology must gather, process, and link together unprecedented volumes of data to create connected, relevant consumer experiences while protecting and securing their data. AWS helps customers create a complete view of audiences and consumers to drive insights, performance, and improved experiences with a comprehensive set of purpose-built AWS Services and AWS Partner offerings. AWS supports customers looking to build scaled customer data platforms (CDPs) with the broadest capabilities for data lakes, analytics, databases, and machine learning to create highly scalable, cost-efficient platforms. Customers can choose from 19 leading partners with specialized CDP capabilities running on AWS to more quickly bring together a 360-degree view of their consumers with reduced heavy lifting, including solutions from Amperity, Tealium, and Treasure Data.
“When enterprises can do more with their customer data, they can create differentiated, personalized experiences. With mParticle and AWS together, that process is simplified and they can drive more value, faster,” stated Jason Seeba, CMO of mParticle. “We’re thrilled at the opportunities this opens up for our current and future customers.”
Privacy-Enhanced Data Collaboration
Customers want to collaborate and interoperate more effectively with their business partners while improving upon data security and consumer data protections. AWS offers purpose-built services and partner offerings to help customers to drive campaign insights and advertising attribution based on their combined datasets without revealing raw data to one another. Instead of spending weeks or months developing clean room solutions, customers can use AWS Clean Rooms to create their own clean rooms in minutes and then use built-in, privacy-enhanced controls to protect their data during collaborations better. With many companies storing data on AWS, including leading brands, media publishers, and their partners, AWS Clean Rooms now makes it easier for AWS customers to collaborate with each other without needing to move data out of AWS or load it into another platform. AWS also helps customers more securely analyze their data for planning, activating, and measuring campaigns through solutions for identity and transcoding, such as Unified ID 2.0 on AWS, which helps customers easily deploy UID2 operator services that protect and securely process highly sensitive data in their advertising workflows with only a few clicks, and LiveRamp Embedded Transcoder on AWS, which makes it safer and easier for companies to deploy LiveRamp identity services into their Amazon Virtual Private Cloud (Amazon VPC) while maintaining control of their data.
“Support for AWS Clean Rooms gives customers a powerful, collaborative approach to more effective media measurement and planning, fueled by access to new audience insights from key partners. Our continued work with AWS enables a person-based identifier to be used as a key to connect data and drive more impactful audience modeling and planning for global clients, ensuring they can extend the utility of data safely and securely while navigating regional privacy regulations.”
– Katrina Cho, Head of Cloud Partnerships, LiveRamp
Amazon Marketing Cloud (AMC) is a clean room service from Amazon Ads that supports thousands of marketers with custom analytics and cross-channel analysis.
“Providing marketers with greater control over their own signals, while being able to analyze them in conjunction with signals from Amazon Ads, is crucial in today’s marketing landscape,” said Paula Despins, Vice President of Ads Measurement at Amazon Ads. “By migrating AMC’s compute infrastructure to AWS Clean Rooms under the hood, marketers can use their own signals in AMC without moving data out of their AWS environment. This simplifies how marketers manage their signals and enables AMC teams to focus on building new brand capabilities.”
Ad Intelligence & Measurement
Exponential media growth continues to transform data science in advertising and marketing, with companies needing to invent new technologies to create audience segments, forecast inventory, predict attribution, and identify contextual signals that improve ad relevance and marketing effectiveness.
Industry leaders such as Acxiom, Amazon Ads, FOX, NBCUniversal, and Nielsen use AWS tools to quickly invent new technologies that help drive campaign insights and performance. Brands, media publishers, and their technology partners can leverage the broadest machine learning capabilities in the cloud including services such as Amazon SageMaker to accelerate time to market for predictive analytics workloads such as ad selection, propensity, and inventory forecasting that require scoring trillions of records cost-effectively. With 12 artificial intelligence services, AWS customers can use the power of ready-made intelligence for their applications and workflows, such as using proven, highly scalable, computer vision technology with Amazon Rekognition to analyze media for contextual signals that can improve personalization and reduce disruption in connected TV and video advertising. Companies across advertising and marketing can ingest and analyze billions of ad and marketing events per day with the best price-performance of any cloud using AWS Graviton-based compute instances, and drive innovation in analytics by choosing from 15+ purpose-built AWS database engines—more than any other cloud provider—for use cases such as audience analysis, measurement, and campaign insights. Customers can also access curated solutions and services from AWS Partners such as Databricks, Foursquare, AppsFlyer, and Branch Metrics.
“By emphasizing collective protection with key industry partners like AWS, HUMAN protects the advertising ecosystem from a full range of fraud and abuse by disrupting the economics of cybercrime and ensuring the industry’s $500 billion annual ad spend reaches real humans.”
– Dan Lowden, CMO, HUMAN Security
The surge in media usage and growth of streaming video continues to push the boundaries of performance for advertising platforms executing millions of ad transactions per second. AWS is the cloud standard for advertising platforms that buy, serve, and measure trillions of ads per day at single-digit millisecond latency, offering purpose-built solutions and partner offerings along with the broadest selection of compute capabilities to help companies improve performance and optimize costs. AWS offers more sizes and types of compute instances and the fastest processors in the cloud to help customers choose the most cost-effective and performant instance types for high-scale, real-time workloads. Customers can leverage partner solutions from industry leaders such as Aerospike running on AWS Graviton-based instances to deliver tens of millions of transactions per second with up to 60% improvements in price performance. With the most extensive and reliable global cloud infrastructure footprint and largest global network backbone, AWS enables customers such as The Trade Desk, Amazon Ads, Integral Ad Science, and Nielsen to expand into new markets, improve development velocity, and migrate networking-intensive, high-throughput workloads to the cloud more quickly.
Customers can also select solutions and services from AWS Partners such as Aerospike, Snowflake, and Upsolver.
“Using AWS as an integral part of our data infrastructure translates into unparalleled data scalability, reliability, and unmatched protection for our customers’ mission-critical data. With AWS, we can accelerate our privacy preserving measurement innovations, and deliver to marketers all over the world insights and solutions that maximize both user experience and privacy to all digital users.”
– Barak Witkowski, Executive VP, Product, AppsFlyer
Digital Customer Experience
Marketing technology is evolving, with companies accelerating development of customer data platforms and machine learning to reach shoppers with the right message, on the right device, at the right time.
AWS brings purpose-built services and 90+ partner offerings for digital customer experience to help companies create more meaningful interactions with their end-customers. Industry leading partners including Sprinklr, Qualtrics, Braze, SparkPost, and Amplitude choose to build their digital customer experience applications on AWS to help them operate with unmatched cost efficiency, scale, and performance. With the largest and most dynamic partner community, AWS offers brand marketers a broad selection of ready-made partner solutions that help reduce development time for marketing technology integrations. And, with AWS Services such as Amazon Pinpoint and Amazon Personalize, companies can quickly build and deploy curated recommendations and intelligent user segmentation at scale using machine learning and messaging automation across SMS, email, push, in-app messaging, and voice.
“The importance of speed at scale cannot be overestimated as consumers’ expectations for on-demand, hyper-personalized communications continue to increase,” said Matt McRoberts, SVP of Global Alliances at Braze. “Delivering real-time brand experiences to customers at scale is not easy. It requires a dedicated team, innovative approach, and most importantly, a best-in-class technology and services ecosystem made up of built-for-purpose tools that are designed to work together seamlessly. The AWS Cloud infrastructure allows Braze to offer brands incredible speed, scale, and agility to build stronger, meaningful customer relationships.”
With AWS for Advertising & Marketing, industry organizations now have one place they can go to for their cloud needs, whether it is to innovate faster, scale their advertising and marketing technology workloads, or collaborate with other companies more effectively, securely, and safely.