Amazon has reached a historic deal with Reach, the UK’s largest publisher, to access customer data for targeted advertising.
The agreement, one of the first of its kind in Europe, responds to Google’s plans to abandon third-party cookies later this year.
Why we care As advertisers explore options beyond third-party cookies for targeted ads, this agreement provides inspiration for alternative approaches to reaching high-value consumers online.
How it works. The deal will see Reach share first-party “contextual” data with Amazon, such as information about what items people are viewing. Amazon will then use this data to improve advertising targeting on the publisher’s UK sites, providing advertisers with more relevant and effective advertising opportunities. Financial details have not been disclosed.
Brand safety. Reach plans to leverage Mantis, a contextual advertising and brand safety tool for publishers, to ensure that ads are displayed alongside content that interests users. This partnership helps Amazon better target specific audiences with relevant advertising in Reach publications such as the Mirror, Daily Star and OK! magazine
What are third-party cookies? A third-party cookie is a small piece of data placed on a user’s device (computer, mobile phone or tablet) by a website other than the one the user is currently visiting. It tracks the user’s browsing history and allows personalized ads based on their activities.
why now Google Chrome officially began phasing out third-party cookies in January, with the intention of making them completely obsolete by the second half of 2024.
What Amazon says. Frazer Locke, EU adtech sales director at Amazon Ads, said Financial Times:
“As the industry shifts to an environment where cookies are not available, first-party contextual signals are critical to helping us develop actionable insights that allow our advertisers to reach relevant audiences without sacrificing reach, relevance or ad performance.”
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deep dive Read our article on disabling third-party cookies in Google Chrome for more information.
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