Ask the Expert: Amazon Publisher Cloud

APC's interoperability with third-party ID resolution services empowers publishers to augment the scale of their first-party audience signals. We do this by supporting industry-leading identity graphs from trusted third-party providers like Experian. Publishers can achieve higher match rates needed for durable campaign planning, activation, and measurement by overlaying their custom ID graphs with exclusive insights from Amazon Ads in the APC collaboration, without any party having to share their source ID graphs with one another. By utilizing identifiers like Experian’s Living Unit ID (LUID) or Personal ID (PID), APC customers expand the reach of their audiences, enhancing the accuracy of their audience insights throughout the campaign lifecycle.

APC's ID resolution interoperability brings a couple of significant benefits:

• Boosting campaign addressability and audience fidelity in a changing landscape: As legacy ad IDs become less effective, APC lets you seamlessly onboard third-party identity graphs to overcome this challenge. This helps keep campaigns addressable and audience signals strong, even as industry standards evolve.

• Unifying fragmented signals for personalized inventory packages: APC allows secure analysis of third-party identity graphs alongside Amazon's exclusive addressability signals. This means reduced fragmentation of audience insights across different touchpoints. For publishers, the results could be creating and activating more personalized, audience-based inventory packages that improve campaign relevance and performance for advertisers on Amazon DSP.

So here's how it works with Experian: APC enables secure collaboration between you, Amazon, and Experian by overlaying your audience IDs like Personal ID (PID) and Living Unit ID (LUID) with Amazon's signals in the collaboration, without any party having to share their underlying ID signals. You can then boost your match rates within APC by utilizing Experian's identity resolution capabilities. This heightened signal fidelity can unlock advanced audience insights at both the household and user levels.

The main thing to remember is that overlaying custom ID graphs with exclusive insights from Amazon Ads in the clean room can help achieve higher match rates. This is crucial for durable campaign planning, activation, and measurement. It empowers the creation of more valuable, audience-informed inventory packages, enhancing campaign relevance and performance for advertisers.