Amazon unveils Ad Relevance to beat upcoming third party cookie crunch

New Delhi: At Cannes 2024, Amazon launched Ad Relevance, a new offering aimed at advertisers, which has been in closed beta testing for two years, according to Brian Tomasette, director of Amazon DSP products. 

Ad Relevance promises to enable precise audience targeting without relying on third-party cookies or other ID solutions prevalent in the market. Instead, it leverages Amazon's data on browsing, shopping, and viewing behaviors across its platforms to predict user actions and offer targeted ad opportunities.

Nathan Woodman, founder of media consultancy Proof in Data, commented that Amazon’s key differentiator in the market is the amount of purchase signal behavior at its disposal.

In related developments, Amazon has partnered with Omnicom Media Group and WPP's GroupM. The partnership with Omnicom allows access to Amazon's proprietary consumer insights for better integration of linear and CTV ad investments with Amazon purchases. Meanwhile, the collaboration with GroupM facilitates the creation of "shoppable content" on Amazon Live, enhancing engagement on Amazon's premium streaming services like Prime Video.Amazon, ad relevance, Cannes 2024