Using privacy-enhanced collaboration
This scenario covers the best practices for collaboration between advertising, publishers and agencies, to improve campaign planning, activation, and measurement while protecting consumer data privacy.
AWS Clean Rooms implementation connecting marketing and publisher customer data platform
This guidance shows you how to use customer data platforms (CDPs) to set up a collaboration between first-party marketing data and third-party data from a publishing partner. By using an AWS Clean Rooms collaboration, CDPs can facilitate the connection between separate data lakes on AWS. Marketers can upload their data to the CDP application, then use the application to run reports from the compiled data, and activate their audiences.
Browser and OS-mediated campaigns
There are three privacy sandbox APIs that have dependencies to back-end services that the adtech companies need to host on a public cloud.
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Topics API: With this API, each publisher or the adtech acting on behalf of the publisher can use the topics API to add a particular browser or device to an interest group. Chrome will not share the unique identifier of the device or browser. But a publisher can use first party cookies to collect signals around user interaction on their property and identify them being part of 1 or more interest groups. This is then available to the bidders. On the demand side, DSP’s will only get to see the interest groups and they have to decide to bid or not and how much to bid for based on this.
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Protected audience API: The associated cloud hosted service is a Key value server. During the auction or bidding process SSP’s and DSP’s respectively need to access data that is to be used in auction logic or bidding logic. Adtech customers have to run a key value server on Nitro enclaves to store and retrieve data to be compatible with protected audience API.
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Measurement API: Private aggregation and attribution reporting API and the associated cloud service is private aggregation service.
Hosting protected audience API
This guidance demonstrates how to deploy the Google Chrome Privacy Sandbox Key or value service within a trusted execution environment (TEE) on AWS. The key or value service allows implementers to fetch real-time signals to inform remarketing to custom audiences through the protected audience API (PAAPI). This real-time data assists ad buyers determine how to bid and assists sellers to pick winning bids in a privacy-enhanced way. This guidance intends to simplify the implementation of the Key/Value service while optimizing cost and latency.
For additional details, see Guidance for Implementing Google Privacy Sandbox Key/Value Service on AWS
Measurement API
This guidance demonstrates how to deploy the Google Privacy Sandbox Aggregation Service within a trusted execution environment (TEE) using AWS services. The Aggregation Service can be used to produce event or aggregate campaign measurement data through the Privacy Sandbox Attribution Reporting API (ARA) or Private Aggregation API.
For additional details, see Guidance for Implementing the Google Privacy Sandbox Aggregation Service on
AWS
Activating seller-defined audiences
This guidance shows how to activate publisher first-party data from software as a service (SaaS) environments that support seller-defined audiences (SDA). It uses page content without personally identifiable information (PII) to automatically map to industry standard taxonomies, returning the associated SDA identifications for activation through real-time bidding (RTB).
For additional details, see Guidance for
Activating Seller Defined Audiences on AWS
