With the end of third-party cookies and rising consumer demand for privacy, brands are "flying blind," unable to understand customers and measure what truly matters. The temptation is to find short-term tracking fixes, but this is a dead end. The future isn't about tracking – it's about trusting.
Our whitepaper "The End of the Map? Navigating the New World of Commerce with Data Clean Rooms" delivers a strategy to navigate the shift to privacy-first collaboration using data clean rooms – secure environments enabling brands and retailers to gain powerful shared insights without sharing raw data – and turn your first-party data into measurable, scalable growth.
Navigating the New World of Commerce With Data Clean Rooms
Our Unlock whitepaper reveals how to leverage data clean rooms and Amazon Marketing Cloud for secure, privacy-first marketing
The digital map marketers have used for a decade is gone.
Download our whitepaper "The End of the Map? Navigating the New World of Commerce with Data Clean Rooms" here:
The solution isn't a new piece of tracking tech, it's a new philosophy built on collaboration and powered by a technology that puts privacy first – the data clean room.
Tim Hartmann
Business Director, Media, VML Marketplaces
From Chaos to Clarity: The Power of Data Clean Rooms and Secure Data Collaboration
The shift to a privacy-first, collaborative commerce landscape isn't a distant trend – it's the new reality. Brands that stick to a fractured, incomplete picture of the customer journey will struggle to answer basic questions:
- Did that ad campaign actually lead to a sale?
- Which of our partners has the most valuable audience overlap?
- How can we create a better experience if we can't connect the dots?
VML Marketplaces introduces you to the power of the data clean room – a secure, neutral environment where you and your partners can bring your most valuable asset: your first-party data. This isn't about sharing raw customer lists – it's about generating powerful, aggregated insights together, securely and ethically. You gain clarity and drive smarter decisions without ever compromising trust.
In our whitepaper you'll find:
- 5 key actions to start on the path to privacy-first, collaborative commerce with data clean rooms
- An example of how VML's Amazon Marketing Cloud expertise can connect your customer insights directly to real purchasing behavior and sales outcomes
- A case study on how a CPG brand "mistake" became a 50x growth engine
- Ways VML can help you with first-party data activation, strategy design, pilot activation and more
VML Marketplaces helps brands turn insights into action, ensuring your privacy-first marketing strategy delivers tangible growth. Download our whitepaper and contact our experts for a bespoke assessment today.
Let's chat:
Tim Hartmann
Business Director, Media
VML Marketplaces
FAQs: DATA CLEAN ROOMS
A data clean room is a secure, neutral cloud environment where two organizations—typically a brand and a retail or media partner—can pool their first-party customer data for joint analysis. The data is anonymized within the environment so that each party gains shared insights (such as audience overlap or true sales lift) without ever receiving the other party's raw customer records. Privacy is guaranteed by design.
The deprecation of third-party cookies and the growing consumer expectation of privacy have eliminated the tracking infrastructure most marketers relied on for a decade. Without it, brands cannot accurately measure campaign effectiveness, understand cross-channel customer journeys, or prove true sales lift from media investment. Data clean rooms provide a privacy-compliant, regulation-friendly alternative that is more powerful because it is based on consented first-party data.
Amazon Marketing Cloud (AMC) is Amazon's proprietary data clean room solution. It allows advertisers to securely analyze their first-party data alongside Amazon's shopping, streaming, and engagement signals. Unlike generic clean room platforms, AMC can close the measurement loop all the way to verified purchase data—providing direct attribution between media investment and actual sales outcomes on Amazon.
Results vary by brand and strategy, but the potential is substantial. In one documented case, a CPG brand working with VML Marketplaces through Amazon Marketing Cloud achieved a 50× increase in engagement, unlocked 400,000 qualified visits, and discovered that 36% of their traffic was entirely incremental—customers they would not have reached otherwise. At the industry level, McKinsey research indicates that companies that collaborate on data extensively can unlock 5–9% additional revenue growth.
First-party data is information customers willingly share directly with a brand—purchase history, email sign-ups, loyalty program data, and website behavior. It is consented, accurate, and entirely owned by the brand. Third-party data was collected by intermediaries, often without explicit consumer consent, and is now being phased out. In a data clean room, brands bring their first-party data as their primary asset; the clean room allows it to be enriched and analyzed against a partner's first-party data without either party surrendering ownership or control.
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