Amazon Reportedly Developing Alternative to Tracking Cookies Amid Google’s Phase-Out
Amazon is said to be working on a project called ID++, a potential substitute for browser tracking cookies soon to be phased out for advertisers. An Amazon spokesperson confirmed that the project, known as ID++, involves the creation of “addressability models” and aims to drive the growth of Amazon’s advertising solutions while conventional identity trackers face restrictions. This move comes as Google plans to eliminate third-party cookies on Google Chrome, creating an opportunity for Amazon to offer its own audience tracking alternative. As a dominant force in the advertising landscape, Amazon capitalizes on its vast audience base as the world’s leading online retailer and a prominent video streaming platform. Recently, Amazon transitioned its basic plan into an ad-supported format, making its mark in the advertising video on demand (AVOD) market.
Analyst comment
Positive news.
As an analyst, the market will likely respond positively to Amazon’s development of an alternative to tracking cookies. This move positions Amazon to capitalize on the phase-out of cookies by Google and to offer its own audience tracking alternative. With its vast audience base and presence in e-commerce and video streaming, Amazon is well-positioned to drive the growth of its advertising solutions and expand its presence in the advertising video on demand (AVOD) market.
