WEBVTT

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- Being able to collaborate

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and bring together a whole
new picture of the consumer

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and use that to power campaigns

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is a really exciting opportunity.

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- Alex, Ryan, welcome.

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Alex, I wanted to start by asking you,

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how do brands make the
most of first-party data

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and using it at scale?

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- You know, our clients are thinking

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of first-party data more
than they ever have,

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specifically because a lot of the channels

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that they're advertising on today

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are sharing fewer and
fewer signals of them.

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We certainly see this

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with some of our more regulated industries

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like health care and financial services,

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where they aren't able to
use the same social signals

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that they could in the past.

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So first-party data is becoming

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increasingly important for them

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to really not only understand
who their customers are,

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but to better message to them,

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to better speak to them

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on the right channel at the right time.

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- Ryan, given the importance
of first-party data

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for marketers, there's a great opportunity

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to collaborate with partners using it,

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but there's also a fear about privacy.

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How do clean rooms combat that problem?

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- Yeah, yeah, so clean
rooms, at their heart,

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are aiming to give dataset owners control

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over how their data is used.

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So with a clean room,
you pick the partners

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you're going to work
with, you set the rules

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for how that engagement
is going to function,

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and then you set the specific rules

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on how your data can be used.

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With AWS Clean Rooms,

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your data is never leaving your control.

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It stays in your environment,
under your control,

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and it allows aggregate insights

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to be generated from that data.

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The real key here is that
the results of an analysis

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on first-party data

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can be less sensitive than the raw data.

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So clean rooms lets you collaborate

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without having to share that raw data.

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- There are obvious key
concerns about privacy,

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and this is now a new solution towards it.

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For you, what are you
hearing the most from brands?

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What is their big fear

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about how much they're able
to channel first-party data?

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- I'd say our brands,

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they certainly want to know
more about their customers,

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but they also don't want to

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trip any red flags where
they're going to be,

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especially on channels, I'd say in social,

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where they don't want to make a mistake

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and then be, not banned from advertising,

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but be blocked from
reaching certain customers

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through certain channels.

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So, you know, there's this
heightened sensitivity,

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I would say, to being overly conservative

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in terms of how they can
connect with their customers.

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We see a lot of this,

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I've seen clients specifically around

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new cookie rules and cookie consent.

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Many of our clients, a huge
decrease in the actual number

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of prospective customers who
are actually coming to a site,

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staying on a site, because
of the cookie consent barrier

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that's been put up now.

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So privacy for them, incredibly important,

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but I think many clients have
been overly conservative,

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not understanding the lengths
to which they should be,

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I would think, asking
for that privacy request.

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- Ryan, looking ahead,

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what will differentiate the companies

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that are able to make the
most of first-party data

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and security systems like clean rooms

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that can enable them?

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What's the future?

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What would you be advising people?

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- Sure, one of the big
things is partnerships.

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So clean rooms solve a
security and a privacy problem,

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but they also open up new opportunities

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to be able to bring signals

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from the brand's first-party data,

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signals from the publisher,

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signals from partners.

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So being able to collaborate

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and bring together a whole
new picture of the consumer

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and use that to power campaigns

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is a really exciting opportunity
that clean rooms open up.

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The other big thing I'd highlight

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is being open to not
reinventing the wheel.

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So clean rooms open up new signals,

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they give you new access to data,

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but they don't change the fundamentals.

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So where we see customers
really succeeding

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is where they're able
to bring the expertise,

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the methodologies that
they've honed over years,

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even decades, into a
clean room environment.

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- Thank you both for joining us here

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to talk about the future
of first-party data.

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- Thank you.
- Thanks for having us.