Washington, USA – Amperity, customer data platform (CDP) for enterprise consumer brands, has announced its support for the AWS for Advertising & Marketing initiative from Amazon Web Services (AWS) that aims to help brands accelerate advertising and marketing transformation.

AWS for Advertising & Marketing is an initiative featuring services and solutions purpose-built to meet the needs of advertising agencies, marketers, publishers, ad technology providers, and analytics service providers. The initiative helps customers deliver personalised ad experiences, optimise ad serving performance and cost, and innovate on audience segmentation and attribution. It also simplifies the process for industry customers to select the right tools and partners, helping accelerate their production launches and see faster time to value.

By supporting AWS’ initiative, Amperity has created a secure, modern data stack that enables brands to maximise the value of their first-party data.

Amperity emphasises how now’s the time the adtech industry needs to rethink how first-party data is integrated into the system, and for marketers, that means building a flexible foundation to unify, activate, and acquire new and existing customers based on a consistent view of their first-party data. 

“As third-party data signals and identity graphs continue to deteriorate and provide less value for brands, marketers must take a new approach to customer acquisition and retention, removing the reliance on third-party data solutions, and focusing on building high quality, omnichannel first-party data assets,” said Derek Slager, CTO and co-founder at Amperity. 

He added, “Through this initiative, Amperity can work with AWS to provide the critical components to deliver a secure, scalable way for brands to engage with customers and collaborate with one another without compromising privacy or compliance to build better customer experiences and business outcomes.”

AWS helps advertisers and marketers to reinvent workloads with various martech solutions, and for prescriptive, solution-specific support, AWS for Advertising & Marketing partners with tech companies such as Amperity. The latter meanwhile has worked with enterprise brands across a variety of industries including telecom, retail, QSR, and CPG in maximising the value of their first-party data.

Amperity recently expanded to the APAC region, appointing Billy Loizou as Area Vice President for the channel.