Amazon.Com, Inc (NASDAQ: AMZN) has partnered with Reach, the UK's foremost publisher, to leverage customer data to enhance online ad targeting.
This move comes as the media sector seeks innovative responses to Alphabet Inc (NASDAQ: GOOG) (NASDAQ: GOOGL) Google's elimination of third-party cookies, essential tools for tracking user behavior to fine-tune advertisements.
Google looks to significant changes to online user tracking, impacting the $600 billion online advertising industry.
As Google commences the removal of cookies from Chrome, a strategy mirrored by Apple Inc (NASDAQ: AAPL) for Safari, the emphasis shifts towards utilizing first-party, contextual data, the Financial Times reports.
Through this partnership, Amazon aims to refine ad targeting on Reach's platforms by aligning ads with the content consumed by users, thereby circumventing the need for third-party cookies.
This strategic collaboration represents a pivotal adaptation within digital advertising, focusing on using contextual signals to place ads, reflecting a broader industry trend towards prioritizing user privacy and data protection.
The initiative underscores the evolving nature of digital advertising, with a clear move towards first-party data and contextual advertising as viable alternatives to traditional cookie-based methods.
The significance of this shift has not gone unnoticed by industry experts. Jon Steinberg, CEO of Future, a competing FTSE 250 publisher, highlighted the profound impact of the disappearance of third-party cookies on the advertising market.
Steinberg pointed out the growing reliance on publishers known for high-quality editorial content, extensive Reach, and rich first-party data.
He envisioned a closer collaboration between advertisers, agencies, and premier publishers to target audiences that drive brand outcomes effectively.
Echoing this sentiment, Sir Martin Sorrell, CEO of advertising giant S4 Capital, mentioned the rising concern among clients lacking first-party customer data, indicating a heightened focus on acquiring consented data through website sign-ups, FT writes.
This strategy aims to enrich companies' data reserves, ensuring they remain competitive in targeting and reaching their desired audiences effectively.
Price Action: AMZN shares are trading lower by 0.71% at $169.10 premarket on the last check Tuesday.