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.
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