{"id":659963,"date":"2023-02-16T02:08:53","date_gmt":"2023-02-16T07:08:53","guid":{"rendered":"https:\/\/www.capgemini.com\/us-en\/?p=659963"},"modified":"2025-03-06T06:52:37","modified_gmt":"2025-03-06T11:52:37","slug":"capgeminis-advanced-advertising-solution-leverages-aws-clean-rooms","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/us-en\/insights\/expert-perspectives\/capgeminis-advanced-advertising-solution-leverages-aws-clean-rooms\/","title":{"rendered":"Capgemini\u2019s advanced advertising solution leverages AWS clean rooms"},"content":{"rendered":"\n

Capgemini\u2019s advanced advertising solution leverages AWS clean rooms<\/h1><\/div><\/div><\/div><\/div>
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Dio Favatas<\/h5>
15 Feb 2023<\/h5><\/div><\/div>
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Capgemini is excited to announce support for AWS Clean Rooms<\/a>, an analytics service from Amazon Web Services (AWS). AWS Clean Rooms helps companies and their partners more easily and securely analyze and collaborate on their datasets without sharing or revealing the underlying data. This service allows customers to create a secure data clean room in minutes and work with any company on the AWS Cloud to generate unique insights about advertising campaigns, investment decisions, and research and development. <\/p>\n\n\n\n

Capgemini is proud to be a partner for AWS Clean Rooms, given the importance of first-party data for advertisers and the evolving privacy landscape. This partnership comes on the heels of Capgemini creating a solution with Amazon Ads last month that delivers advanced advertising and marketing capabilities utilizing Amazon Marketing Cloud<\/a> (AMC).<\/p>\n\n\n\n

What are data clean rooms?<\/h4>\n\n\n\n

Data clean rooms are secure and governance-protecting environments where two or more parties can analyze their collective data. They enable companies to join distributed datasets more securely, provision appropriate data access and privacy measures, and power end-to-end marketing measurement and analysis. Clean rooms deliver integral capabilities for companies to deliver more personalized customer experiences and better return on advertising spend.<\/p>\n\n\n\n

Data clean rooms present some challenges: the underlying technology is complex and takes many development resources to create, the vendor landscape can be difficult to navigate, large teams are involved with onboarding a clean-room solution, and collaboration between media publishers and their brand partners often requires parties moving or sharing their underlying data or relying on contractual agreements to restrict the insights that can be used.<\/p>\n\n\n\n

AWS Clean Rooms resolves these challenges by improving this game-changing technology \u2013 accelerating speed-to-value for publishers, brands, and advertisers. AWS Clean Rooms makes it easier for AWS companies to work with each other without needing to move data out of AWS or load it into another platform. Customers can create a clean-room collaboration in minutes and run queries subject to each participants\u2019 restrictions. AWS Clean Rooms reads data from where it lives and automatically applies those restrictions that help protect participants\u2019 underlying data, all without customers having to invest weeks or months writing code or maintaining capabilities. Capgemini\u2019s expertise in engineering, artificial intelligence, and advertising and marketing technology solutions helps further accelerate the deployment of AWS Clean Rooms by developing customer-centric use cases to maximize benefits, optimize buy\/build decisions, identify suitable vendors through environment scans, and embed processes to optimize clean-room onboarding and align buy-in among collaborating partners.<\/p>\n\n\n\n

The advertising industry has an opportunity to reinvent itself and redesign customer experience leveraging the insights gleaned from multi-party clean-room collaborations to enhance personalization and experiences across owned, operated, and paid marketing activities. For brands and advertisers to transform their marketing operations and leverage data clean rooms within measurement, experimentation, and activation, first-party data becomes (in conjunction with second- and third-party data) critical to better understand and serve customers. Therefore, the new data framework rests in developing trust with customers and prospects, and consent is driven from experiences with brand advertising and marketing.<\/p>\n\n\n\n

Benefits<\/strong><\/h4>\n\n\n\n

Amazon Web Services built AWS Clean Rooms because customers needed ways to collaborate with their partners, while protecting their underlying data, to optimize marketing and advertising experiences, enhance customer insights, improve reporting and measurement, and accelerate innovation. AWS Clean Rooms is especially helpful for marketers, agencies, media platforms, and publishers as it gives them control over what data is analyzed and how insights can be used among collaborating parties.<\/p>\n\n\n\n

Well-executed clean-room solutions will provide significant benefits for media platforms and their brand partners. Brands will receive richer customer insights, as well as a better understanding of audience overlap and targeting for improved marketing return-on-investment. Media companies now have new opportunities to better monetize their data, offer premium CPMs, and improve market share.<\/p>\n\n\n\n

Technical benefits of AWS Clean Rooms include:<\/p>\n\n\n\n