The activation use case provides consumers with a privacy-first method to activate their first-party audience data through a provider's media or advertising platform. Rather than transferring entire segment lists, consumers identify matched audiences within the clean room. Data 360 writes the matched records directly to the provider's Amazon S3 bucket for use in campaign activation.
The activation collaboration template contains these parameters.
| Parameter | Value |
|---|---|
| Party Contributing Data | Both |
| Required Attributes | Segment ID, Member ID, Hashed Email Address |
| Optional Attributes (Provider) | Segment Name, Category, Parent Category |
| Optional Attributes (Consumer) | Segment Name, Engagement Consent, Subscription Consent |
| Query Type | Activate Matched Audience |
| Query Run By | Consumer |
| Result Type | Individual-level matched records |
| Result Received By | Provider |
| Results Stored In | Provider's Amazon S3 bucket |
| Privacy Measures | Private Join, Frequency Capping |
Let's see an example. Consumer A (a retailer) and Provider B (a media network) are collaborating on the activation use case. Both parties must map the same three required attributes before the collaboration can become active.
- Segment ID identifies which of Consumer A's audience segments to activate — for example, a loyalty program segment.
- Member ID is the consumer's internal identifier for each audience member. It appears in the output so the provider can reference the matched record.
- Hashed email address is the match key. Both parties hash their email addresses before contributing them to the clean room, so neither party exposes raw contact data during matching.
Consumer A can also map two optional attributes: engagement consent and subscription consent. If mapped, Consumer A can filter the query to include only members who have given the relevant consent type.
Provider B can map three optional attributes: segment name, category, and parent category. If mapped, these appear in the output alongside the matched records, giving Consumer A richer metadata about which provider segments the matched members belong to.
Consumer A runs the query. The template specifies that the consumer always runs the activation query and that the results go directly to the provider. Data 360 joins the two datasets on the hashed email address and writes the matched records to Provider B's S3 bucket. The output includes matched member IDs and hashed email addresses, plus any optional provider attributes that Provider B chose to map.
Here's an example of the data written to Provider B's S3 bucket when Consumer A runs the query on its loyalty program segment.
| Consumer Segment Name | Provider Segment Name | Provider Segment ID | Provider Category | Provider Parent Category | Provider Member ID | Provider Hashed Email Address |
|---|---|---|---|---|---|---|
| Loyalty Members | Premium Rewards | seg_4821 | Retail | Shopping | mbr_00193 | a3f9...d82c |
| Loyalty Members | High-Value Shoppers | seg_3304 | Retail | Shopping | mbr_00724 | 7bc1...e041 |
| Loyalty Members | Weekend Browsers | seg_5512 | Lifestyle | Leisure | mbr_01085 | 2df4...9a17 |
Each query run creates a separate folder in the provider's S3 bucket at the path:
s3://[your-bucket]/[Collaboration
Name]/[Query Name]_[Timestamp]/
The consumer never sees individual matched records. Data 360 records only the number of rows processed per query run in the Clean_Room_Audit_Log DMO. The consumer has no access to the provider's S3 bucket.
