Expanded relationship equips advertisers and publishers with privacy-enhanced controls to leverage first-party data, creating opportunities to measure and optimize ad campaigns using AWS Clean Rooms
NEW YORK–(BUSINESS WIRE)–Affinity Solutions, the leading consumer purchase insights company, today announced it is teaming up with Amazon Web Services (AWS) to provide advertisers and publishers with privacy-enhancing controls to securely access Affinity’s Consumer Purchase Insights using AWS Clean Rooms. Advertisers and publishers will have more control over how they activate, measure, and optimize campaigns by securely collaborating with Affinity via AWS Clean Rooms and receiving access to fully permissioned consumer purchase insights from more than 95 million consumers, representing over 86 billion transactions—all without sharing or copying one another’s underlying data.
Forward-thinking companies seek to generate unique data-driven insights to clearly measure outcomes. To do so, they often need to strategically collaborate with their partners to analyze their collective data sets. However, with increasing privacy regulations and consumer expectations for data protection, companies and their partners need solutions to collaborate safely, without compromising data privacy. AWS Clean Rooms enables a secure and controlled environment that helps Affinity Solutions and its customers to safely integrate Affinity’s deterministic transaction data with other data sets, without having to share or reveal raw data. Affinity’s Consumer Purchase Insights provides a complete and granular view of spending behaviors across brands and categories, to inform a wide array of growth strategies. With this expanded relationship, advertisers and publishers can now match and measure their first-party data with Consumer Purchase Insights within a trusted environment, providing a more comprehensive view of the customer journey.
“As first-party data remains critical for advertisers to drive business growth, having the right safeguards in place to leverage that data responsibly is essential,” said Ken Barbieri, Senior Vice President, Business Development at Affinity Solutions. “By expanding our collaboration with AWS, we’re empowering advertisers and publishers to measure real-world outcomes with greater speed, precision, and confidence, while providing tools for customers to comply with today’s data-privacy standards.”
Additionally, advertisers and publishers can measure and model campaign outcomes with greater flexibility, using their own custom ML models and methodologies using AWS Clean Rooms. With AWS Clean Rooms ML, companies can apply privacy-enhancing controls to safeguard their proprietary data and ML models with partners while generating predictive insights—all without sharing or copying one another’s raw data or models. Using PySpark in AWS Clean Rooms enables companies and their partners to bring PySpark code and libraries, and run advanced analyses across large datasets without having to share underlying data or proprietary analysis methods. These capabilities help marketers analyze Affinity’s Consumer Purchase Insights alongside their own proprietary outcomes data creating opportunities to enhance the measurement of their return on ad spend. Furthermore, the always-on capability enables brands already storing their data on AWS to seamlessly analyze their datasets using AWS Clean Rooms, accelerating the path to potentially actionable campaign insights and measurable ROI.
“Our industry is continuously raising the bar on privacy standards and the technology used to gain insights while providing mechanisms for customers to protect their data. We’re pleased Affinity Solutions is leveraging AWS Clean Rooms to offer their customers a secure environment where they can analyze Affinity Solutions’ transaction data alongside their own first-party data, driving valuable insights and potentially improving business outcomes,” said Eric Saccullo, Senior Business Development Manager, Applied AI Solutions for Advertising & Marketing at AWS.
To learn more about Affinity Solutions, please visit www.affinitysolutions.com.
About Affinity Solutions
Affinity Solutions is the leading consumer purchase insights company. We provide a complete view of U.S. and U.K. consumer spending, across and between brands, via exclusive access to fully permissioned data from over 150 million debit and credit cards. Our proprietary AI technology, Comet™, transforms these purchase signals into actionable insights for business and marketing leaders to drive optimal outcomes and build lasting customer relationships. Visit us at www.affinitysolutions.com to discover how we’re shaping the future of consumer purchase insights.
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