Amazon has teamed up with UK publisher Reach in a groundbreaking move to adapt to a world without third-party cookies, which are small data pieces used by advertisers to target ads.
This collaboration allows Amazon to use Reach’s “contextual” first-party data, like the articles people read, to offer more precise and relevant ads on Reach’s platforms, including popular publications like the Mirror and Daily Star. They’re using Mantis, a tool for ensuring ads match up with content people actually want to see, enhancing the advertising experience in a safer, more effective manner. The exact financial details haven’t been shared.
This deal comes as Google has started to phase out third-party cookies since January and plans to stop using them completely by the second half of 2024.
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