Conversations at Cannes Lions highlighted the rising interest in data clean rooms among advertisers and marketers to securely collaborate with partners on collective datasets while complying with evolving privacy regulations.

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<p>This article discusses key takeaways on data clean room collaboration from the Cannes Lions festival, where AWS hosted events and meetings with customers and partners.</p>
<p>Specifically, the article covers:</p>
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<li>Investing in privacy-enhanced data collaboration is a top priority for advertising and marketing leaders</li>
<li>Both the buy and sell side of advertising are interested in data clean rooms for driving insights and measurement</li>
<li>Augmenting first-party data in a privacy-enhanced way is critical for advertisers to generate insights</li>
<li>Brands are looking for ways to better understand their data to measure and optimize marketing</li>
<li>Business and technical users want to simplify their approach to data clean rooms</li>
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Five key takeaways on data clean room collaboration from Cannes Lions

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