Use identity boost to collaborate with identity providers in a clean room and enrich your first-party data with missing contact points. Use the enriched data in your activations to improve match rates.
Required Editions
| Creating AppExchange clean room packages: Developer Edition (packaging org only) |
| Installing packages, creating collaborations, and accepting invitations: Enterprise Edition (home org) |
| You can’t receive or accept collaboration invitations in Developer Edition. |
In identity boost, identity is the set of contact points that refer to an individual, such as email addresses and phone numbers. This meaning is separate from identity in enterprise IT, which is about authenticating a user at login and controlling what that user can access.
An identity provider maintains available contact point information in its identity graph and links the contact points that belong to the same person. When the consumer shares their first-party data in a clean room, the identity provider matches the contact points and returns related contact points that are missing from the first-party data.
For example, for a particular user, the consumer's first-party data includes the email address clark.kent@example.com. The identity provider's graph also includes that same email address, linked to other contact points, such as c.kent@example.net and (512) 555-1212. The identity provider uses clark.kent@example.com as the match key and returns the related contact points that are missing from the consumer's data. When the consumer activates the enriched record to an advertising platform, the platform gains more ways to match the person they want to reach. Activation match rates and campaign reach improve because the platform can match audience members who use different email addresses or phone numbers.
Identity Boost Collaboration Overview
When a consumer initiates a clean room identity boost collaboration with an identity provider, the provider runs a query in their Snowflake environment. The enriched DMO returns to the consumer's Data 360 org. If the consumer wants to activate segments from this DMO, they choose the raw data or the enriched data. The consumer can only activate the enriched data to Ad Audience partner platforms. While the identity boost collaboration stays active, enriched segments stay available for activation.
Privacy and Data Handling
These privacy controls apply to identity boost collaborations.
- The provider receives only the fields that the consumer maps in the mapped template. No other data from the consumer's org is accessible.
- The enriched data that the provider returns is accessible only within approved activation contexts. Consumers can't directly browse or export the enriched PII.
- The data share that Data 360 creates between the consumer and provider is clean room–aware, so you can't reuse it for non-clean room data shares.
Variations from Other Clean Room Use Cases
Identity boost differs from other clean room use cases in these ways.
| Aspect | Standard Clean Room | Identity Boost |
|---|---|---|
| Package type | Data Collaboration Package. | Identity Boost Package. |
| PII handling | You must hash PII before it enters the clean room. | The consumer shares PII in unhashed form with the provider for matching. |
| Provider's data storage | Provider's Data 360 or AWS account. | Provider's Snowflake account. |
| Getting results | Consumer runs a query. | The provider runs the enrichment job in their Snowflake account. Data 360 then automatically refreshes the enriched data in the consumer's org. |
| Output | Aggregated results in an output DMO. | Enriched DMOs with more contact attributes, available for activations. |
- Set Up Clean Room Identity Boost
Setting up and using a clean room identity boost involves steps for both the provider and the consumer. The provider creates a package and sets up their Snowflake environment. The consumer installs the package, creates a collaboration, and maps their data. After the provider accepts the invitation and runs the enrichment job, Data 360 automatically refreshes the enriched data in the consumer's org. - Plan Your Snowflake Environment for Identity Boost
Before accepting identity boost collaboration invitations, decide how to isolate customer data in your Snowflake account and which region to use. These decisions affect the architecture of every collaboration that you accept, so make them before you receive your first invitation. - Configure Snowflake Trust Relationship for Clean Room Identity Boost
For each collaboration invitation for the identity boost use case, complete the required Snowflake setup and then accept the invitation in Data 360. Data 360 tests the Snowflake connection automatically on acceptance.