An insider look at Amazon Marketing Cloud and why trust is the central currency in data partnerships

The pressure to drive measurable outcomes while protecting consumer data has never been higher. Clean rooms are emerging as the go-to solution, but making them work across teams, platforms, and priorities is still a work in progress. For Amazon, establishing trust—across underlying tech, legal, and business dimensions—is foundational to successful clean room adoption and broader collaboration within Amazon Marketing Cloud.

In this episode of First-Party Pod, Gloria and Rio are joined by Alan Lewis, Director of AMC at Amazon Ads, to explore how Amazon is investing in tools that make secure, scalable data partnerships possible. From the rise of interoperable data environments and evolving advertiser expectations to data collaboration via AMC on AWS Clean Rooms, they unpack how Amazon is designing for trust, transparency, and long-term collaboration.

They also discuss how brands are using AMC through new innovations like Brand+ and Performance+, why path to purchase reports often lack actionability, and how aggregation thresholds shape what advertisers can and can’t measure. Plus, Alan shares thoughts on agency complexity, third-party partnerships, and the overlooked opportunity in frequency optimization.