But Amazon's bet for the post-cookie world is different, since it is not a universal identifier, which Google has said it will not support, but will work solely and exclusively within the Amazon ecosystem and will be available on Amazon DSP , its on-demand programmatic advertising platform.
As the source cited by Digiday explains, “ they are considering a system similar to Google’s PPID (publisher-provided identifier), as it will maintain the identity of the data internally, a means of informing Amazon DSP of frequency and attribution . ”
It's unclear when Amazon plans to launch this cookie-free alternative on its site. But it looks like Jeff Bezos's company could gain a lot by being the first to offer such a service, a crucial step for the company whose advertising revenue has yet to reach its full potential and which has valuable data on consumer preferences.
What a company spokesperson did say is that its identifier cameroon business email database will work in accordance with Amazon's privacy notice, interest-based ads and opt-out policies.
A boost for Amazon's advertising services
Without a doubt, this new identifier in the post-cookie era could help significantly boost the Amazon Publisher Services (APS) business that the company has been trying to launch outside of its own website. As the company itself explains, “APS includes tens of thousands of high-quality websites and mobile apps in North America, Europe, and Japan. It also includes ad-supported apps on Fire TV and a growing list of OTT apps across other streaming services. We have analyzed spending and performance patterns on Amazon DSP and have integrated the most impactful sites and apps for our advertisers across all client types and verticals. Together, these sites and apps now account for more than two-thirds of spending across all Amazon DSP third-party supply sources.”
The big challenge for identifiers in the near future will be scale, and whether they can generate enough demand to make them worthwhile for sellers and consumers. In this scenario, Amazon could have a big advantage.