Amazon and UK Publisher Reach Strike Groundbreaking Data-Sharing Deal in Response to Third-Party Cookie Deprecation
Amazon, the global e-commerce giant, has recently announced a landmark deal with Reach, the UK's largest publisher, to access customer data for targeted advertising. This move comes in response to Google's plans to deprecate third-party cookies later this year.
The agreement marks one of the first of its kind in Europe and will see Reach sharing "contextual" first-party data with Amazon. This includes information about the articles people are viewing on the publisher's sites. In turn, Amazon will use this data to enhance targeted advertising on Reach's sites, providing advertisers with more relevant and effective advertising opportunities. However, the financial details of the deal have not been disclosed.
This deal is significant because it allows Amazon, already a major player in the advertising industry, to access valuable customer data from a leading publisher. With the impending deprecation of third-party cookies, this data will become even more valuable in targeting and reaching consumers.
On the other hand, Google has faced challenges in its plans to deprecate third-party cookies, as highlighted by the UK government's Competition and Markets Authority (CMA). The CMA published a report detailing its concerns about Google's proposed Privacy Sandbox changes, including the potential for Google to continue benefiting from user data while limiting competitors' access to the same data.
The CMA is currently working with Google to address these concerns and will report on the progress in its next update in April. If Google fails to satisfy the CMA's concerns, it may not be able to deprecate third-party cookies in the UK as planned.
Amazon's director of EU adtech sales, Frazer Locke, stated that "as the industry shifts towards an environment where cookies are not available, first party contextual signals are critical." This highlights the importance of first-party data in the absence of third-party cookies. Amazon's deal with Reach allows it to tap into this valuable resource and continue to provide effective advertising solutions for its clients.
This development also sheds light on the ongoing struggles in the advertising industry as major players continue to grapple with the death of cookies. While Amazon's deal with Reach may appear to be a coup for its advertising business, it also highlights the challenges that lie ahead for the industry. It remains to be seen how Google's privacy sandbox and other proposed alternatives will shape the future of targeted advertising.
In conclusion, this deal between Amazon and Reach is a significant development in the advertising industry, as it showcases the increasing importance of first-party data in a post-cookie world. As technology-savvy business professionals, it is crucial to stay updated on these developments and adapt to the changing landscape of advertising.
Originally reported by Martech: https://martech.org/amazon-strikes-pioneering-deal-with-uk-publisher-in-response-to-third-party-cookie-deprecation/
This article was written automatically by artificial intelligence. Please make us aware if you have any concerns about this automatically generated content.
