Privacy-First Data Collaboration: Unlocking Marketing Insights with AWS Clean Rooms and Unified Audience Accelerator

In today’s digital marketing landscape, the ability to harness data for actionable insights is more critical—and more complex—than ever. As privacy regulations tighten and third-party cookies fade into obsolescence, marketers and advertisers face a dual challenge: how to collaborate on data-driven strategies while maintaining the highest standards of privacy and compliance. Publicis Sapient, in partnership with Amazon Web Services (AWS), is leading the way with innovative solutions like the Unified Audience Accelerator (PS360) and AWS Clean Rooms, empowering brands to unlock the full value of their data in a privacy-first world.

The New Era of Data Collaboration

Marketers have long relied on a mix of first-, second-, and third-party data to understand audiences, optimize campaigns, and drive return on investment. However, the fragmentation of customer data across platforms—and the imperative to protect consumer privacy—has made traditional data sharing and collaboration models increasingly risky and inefficient.

AWS Clean Rooms and Publicis Sapient’s Unified Audience Accelerator (PS360) are transforming this paradigm. These solutions enable secure, privacy-compliant data collaboration, allowing brands and their partners to match, analyze, and activate audience insights without ever exposing the underlying raw data. This approach not only ensures compliance with evolving privacy regulations but also builds trust with consumers and partners alike.

How PS360 and AWS Clean Rooms Work Together

The Unified Audience Accelerator (PS360) is designed to seamlessly integrate data held in Salesforce Data Cloud with AWS Clean Rooms. This powerful combination allows organizations to:

Enrich and Unify Customer Insights: By combining first-party data from Salesforce with additional data sources in AWS Clean Rooms, brands can create a more comprehensive, 360-degree view of their audiences.
Enable Secure Data Collaboration: Partners can collaborate on audience analysis and campaign measurement without sharing or exposing sensitive data, thanks to the privacy-enhancing architecture of AWS Clean Rooms.
Drive Data-Driven Decision Making: Marketers gain the ability to make informed decisions based on enriched, privacy-compliant data, leading to more effective targeting, personalization, and attribution.

This solution is particularly valuable for organizations already leveraging AWS, Salesforce, or both, and is ideally suited for marketing and data leaders seeking to deliver measurable user experiences while prioritizing data privacy.

Real-World Impact: Use Cases and Outcomes

Publicis Sapient’s approach is already delivering tangible results for clients across industries:

Automotive: A global automaker partnered with Publicis Sapient to build a digital showroom on AWS, consolidating data from 190 markets and 105 countries. By leveraging AI-driven insights, the automaker increased test drives by over 900% and improved conversion rates, all while maintaining strict data privacy standards.
Pharmaceuticals: A leading pharmaceutical company used Publicis Sapient’s AI-powered solutions on AWS to automate the creation of localized marketing collateral. This reduced content creation costs by up to 45% and accelerated time to market, demonstrating the power of privacy-first data collaboration in highly regulated industries.
Financial Services: For a major wealth management firm, migrating contextual search capabilities to AWS enabled secure, scalable access to real-time financial data, reducing search response times by 80% and earning high satisfaction from advisors.

Key Features of the Unified Audience Accelerator (PS360)

Enhanced Unified Customer Insights: Combines Salesforce Data Cloud’s robust first-party data with AWS Clean Rooms’ ability to enrich and analyze data from multiple sources.
Targeted Advertising and Accurate Attribution: Leverages CRM data for precise customer targeting and campaign effectiveness measurement, all within a privacy-compliant environment.
Outcome-Driven Workshops: Businesses can participate in discovery workshops to align their Salesforce and AWS strategies with business objectives, ensuring maximum value from their data investments.

Why Privacy-First Collaboration Matters

As data privacy regulations become more stringent and consumer expectations for data protection rise, marketers must adopt solutions that deliver insights without compromising security. PS360 and AWS Clean Rooms provide a secure, privacy-first approach to audience analysis and campaign optimization, enabling:

Unified, 360-Degree Customer Profiles: Aggregate and analyze data across touchpoints without exposing sensitive information.
Precision Audience Segmentation: Identify and target high-value segments with confidence.
Cross-Channel Measurement: Accurately attribute campaign performance across platforms while maintaining compliance.
New Revenue Opportunities: Unlock value from data partnerships and collaborations that were previously impossible due to privacy concerns.

The Publicis Sapient Advantage

Publicis Sapient’s leadership in digital business transformation is built on deep expertise in data, cloud, and AI, as well as a proven track record of delivering measurable business impact. As an AWS Premier Tier Services Partner with competencies in Generative AI, Advertising & Marketing Technology, Data & Analytics, and Migration, Publicis Sapient brings unmatched technical proficiency and industry knowledge to every engagement.

Our SPEED framework—Strategy, Product, Experience, Engineering, and Data & AI—ensures that every solution is tailored to the unique needs of marketers and brands. With a commitment to privacy, compliance, and outcome-driven transformation, Publicis Sapient is the partner of choice for organizations navigating the cookieless future and the complexities of modern data collaboration.

Ready to Unlock the Power of Privacy-First Data Collaboration?

The future of marketing is privacy-first, data-driven, and collaborative. With Publicis Sapient’s Unified Audience Accelerator and AWS Clean Rooms, brands can gain actionable insights, optimize campaign performance, and drive ROI—all while maintaining the highest standards of privacy and compliance. Connect with our experts to discover how you can transform your marketing strategy and unlock new growth opportunities in a privacy-centric world.