HAQM Marketing Cloud and HAQM DSP are now integrated with nine Customer Data Platform solutions

Currently, advertisers who use first-party signals in the absence of third-party cookies and mobile ad identifiers can augment their HAQM Ads efforts by uploading hashed audience lists to HAQM DSP, uploading psyeudonymized signals to AMC via API, or using AMC uploader from AWS. Advertisers will need to prepare files to be uploaded, including hashing and normalizing the signals, and perform the upload via manual execution. Advertisers who upload signals into AMC can join these first-party inputs with other signals using keys including hashed email, hashed phone number, hashed first name, hashed last name, and hashed address (including street, city, state, postal code).

Advertisers use CDPs to manage their first-party signals from across channels and sources. Now HAQM Ads advertisers can choose audiences and associated dimensions to bring into AMC from supported CDPs; preparation of the signals of choice will be done automatically; pseudonymized signals will then be streamed into AMC, HAQM DSP, or both as they prefer. Advertisers can take advantage of the integrations to orchestrate and close the loop between advertising and marketing operations using cross-source signals. Specifically:

• Audiences are automatically hashed and streamed into HAQM DSP for direct use in desired HAQM DSP campaigns.
• Hashed signals streamed into AMC can be joined with other signals from HAQM Ads, third-party providers, or other first-party signals uploaded via other methods. Advertisers can then use the signals to perform custom analytics, and generate more holistic insights about channel attribution, shopping journey, and audience attributes. Advertisers can also build custom audiences in AMC, and these audiences can then be routed automatically to HAQM DSP for campaign execution. Compared to streaming hashed signals directly into HAQM DSP, streaming them to AMC allows for more flexibility to further segment the audiences or create new audiences leveraging other signals in conjunction.


HAQM Ad Tech integrations with CDPs

Some CDPs have developed capabilities to turn reporting, insights, audiences generated from AMC and HAQM DSP to other value-add actions for advertisers. For example, global CPG company Mars Wrigley, specifically their Mars Retail Group business, learnt using insights from Treasure Data that a high percentage of HAQM conversions came from an audience that had not purchased on mms.com, and this audience contributed to 68% of the total purchases amongst mms.com visitors. This indicates the effectiveness of acquiring new customers across HAQM stores. The insights also surfaced 6 attributes of M&M’s customer groups, allowing the brand to make more strategic decisions for their future audience strategy.¹

As of October 2023, AMC / HAQM DSP are integrated with CDPs by ActionIQ, Adobe, Amperity, Hightouch, Lytics, Relay42, Salesforce, Tealium, and Treasure Data. As we continue to grow HAQM Ad Tech solutions and our partner community, more CDP integrations will be made available to help more advertisers make better use of first-party signals, augment advertising tactics at HAQM Ads, and elevate their broader audience strategy. In the meantime, for CDP vendors who are looking to help customers drive more value with their first-party signals, integrating with HAQM Ad Tech solutions allows CDPs to influence advertising strategy and achieve closed-loop marketing execution.