Unlocking Customer Insights in a Privacy-First World: How Unified Audience Accelerator (PS360) Bridges Salesforce Data Cloud and AWS Clean Rooms

Navigating the Cookieless, Privacy-Centric Future

The digital marketing landscape is undergoing a seismic transformation. With the deprecation of third-party cookies and the rise of stringent privacy regulations, organizations are challenged to find new, compliant ways to activate and monetize their data. The imperative is clear: deliver personalized, measurable experiences while respecting consumer privacy and maintaining regulatory compliance. Enter Publicis Sapient’s Unified Audience Accelerator (PS360)—a breakthrough solution that bridges Salesforce Data Cloud and AWS Clean Rooms, empowering organizations to unlock customer insights, enrich first-party profiles, and drive campaign performance in a privacy-first world.

The Challenge: Data Fragmentation and Privacy Demands

Marketers and media companies have long relied on third-party cookies and siloed data platforms to target audiences and measure campaign effectiveness. As these tools become obsolete, the focus shifts to first-party data—information collected directly from customers with their consent. However, leveraging this data for advanced analytics, audience activation, and collaboration with partners has historically been fraught with privacy risks and technical barriers.

Organizations now need a solution that:

Unifies fragmented customer data across channels and platforms
Enables secure, privacy-enhanced collaboration with partners
Delivers actionable insights and measurable outcomes
Ensures compliance with global privacy regulations

Introducing Unified Audience Accelerator (PS360)

Publicis Sapient’s Unified Audience Accelerator (PS360) is designed to meet these needs head-on. By seamlessly connecting Salesforce Data Cloud with AWS Clean Rooms, PS360 enables organizations to securely collaborate on data, enrich first-party profiles, and activate audiences—all without exposing or sharing underlying data.

How PS360 Works

Data Unification: Salesforce Data Cloud aggregates and harmonizes first-party customer data, creating a 360-degree view of each individual. This unified profile is the foundation for advanced analytics and activation.
Privacy-Enhanced Collaboration: AWS Clean Rooms provide a secure environment where organizations can match, analyze, and collaborate on datasets with partners—such as publishers, advertisers, or data providers—without sharing raw data. All data interactions are governed by strict privacy controls.
Enrichment and Activation: PS360 enables the enrichment of first-party profiles with second- and third-party data, unlocking deeper insights and more precise targeting. Organizations can then activate these audiences across channels, measure performance, and optimize campaigns—all within a privacy-compliant framework.

Key Benefits of PS360

Enhanced Unified Customer Insights: Combine Salesforce Data Cloud’s robust first-party data with AWS Clean Rooms’ secure collaboration capabilities to achieve a comprehensive, privacy-safe customer view.
Data-Driven Decisions with Confidence: Make informed marketing and business decisions based on enriched, high-quality data in a governed environment, ensuring compliance with data privacy guidelines.
Targeted Advertising & Accurate Attribution: Leverage unified data to target audiences more effectively and measure campaign impact with precision, even as traditional tracking methods disappear.
Multi-Party Collaboration: Enable brands, publishers, and partners to collaborate on audience insights and campaign performance without exposing sensitive data, supporting both upper-funnel and lower-funnel marketing objectives.

Practical Use Cases for Marketers and Media Companies

PS360 unlocks a range of high-impact use cases, including:

Audience Overlap Analysis: Securely analyze the intersection between your customer base and a partner’s audience to identify new opportunities for collaboration and targeting.
Attribution Modeling: Use pre-built path tables to analyze user actions leading to conversions, even across multiple campaigns and channels, for more accurate measurement.
Profile Enrichment: Enhance first-party user data with additional attributes—such as device IDs or behavioral signals—without sharing raw data, improving segmentation and personalization.
Campaign Overlap and Synergy: Understand how exposure to multiple campaigns influences conversions, enabling smarter media planning and spend optimization.

Privacy-First Data Activation: The Mechanics

PS360’s privacy-enhanced approach is built on:

Zero Copy Data Access: Securely analyze and activate data across Salesforce Data Cloud and AWS without duplicating or moving sensitive information, reducing risk and cost.
AI/ML Integration: Leverage pre-built models from Amazon SageMaker and Salesforce Einstein Model Builder for advanced analytics, such as propensity modeling and churn scoring, all within a secure environment.
Data Residency and Compliance: Salesforce Hyperforce, built on AWS, ensures data residency and sovereignty requirements are met across regions, supporting global compliance.

The Power of Partnership: Publicis Sapient, AWS, and Salesforce

As a recognized implementation-ready Zero Copy Network Partner, Publicis Sapient brings together the strengths of Salesforce and AWS to deliver a seamless, secure, and compliant solution. Our deep expertise in digital business transformation, data governance, and cloud integration ensures that organizations can:

Rapidly innovate and adapt to changing privacy and technology landscapes
Accelerate time-to-value with proven frameworks and best practices
Unlock partner funding opportunities to support digital initiatives

Getting Started: Outcome-Driven Discovery Workshops

The fastest way to realize the value of PS360 is through an outcome-driven discovery workshop. These sessions—conducted virtually or in person—bring together your key stakeholders with experts from Publicis Sapient, Salesforce, and AWS to:

Align your Salesforce and AWS strategy with business objectives
Explore current state, use cases, and envisioned roadmap
Identify challenges and define near-term actions for measurable impact

Ready to Unlock Customer Insights in a Privacy-First World?

The future of data-driven marketing is here—and it’s privacy-first, collaborative, and outcome-focused. With Unified Audience Accelerator (PS360), organizations can bridge the gap between Salesforce Data Cloud and AWS Clean Rooms, unlocking new levels of insight, activation, and performance while maintaining the highest standards of privacy and compliance.

Connect with Publicis Sapient to schedule your discovery workshop and start your journey toward unified, privacy-enhanced customer insights and campaign excellence.