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Deal With Amazon To Stop Google From Deprecating Third-Party Cookies

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Deal With Amazon To Stop Google From Deprecating Third-Party Cookies

(CTN News) – With Reach, the UK’s largest publisher, Amazon has secured a landmark agreement to access customer data for targeted advertising.

In response to Google’s plans to deprecate third-party cookies later this year, the agreement is one of the first of its kind in Europe.

Here are some reasons why we care.

As advertisers explore options beyond third-party cookies for targeted advertising, this deal provides insight into alternative approaches to reach high-value consumers online.

This is how it works.

Reach will share “contextual” first-party data with Amazon, such as information about the articles people are reading. Using the data, Amazon will enhance targeted advertising on UK publishers’ websites, providing advertisers with more relevant and effective advertising opportunities. There has been no disclosure of financial details.

Safety of the brand. To ensure that advertisements are displayed next to content users are interested in, Reach plans to leverage Mantis, a tool for contextual advertising and brand safety for publishers. Through this collaboration, Amazon is able to target specific audiences with relevant advertising across Reach’s publications, including the Mirror, Daily Star and OK! An industry publication.

Third-party cookies: what are they?

A third-party cookie is a small piece of data that is placed on a user’s device (computer, cellphone, or tablet) by a different website than the one the user is currently visiting.

By tracking the user’s browsing history, it is possible to display personalized advertisements in accordance with their interests.

Why is this important now? With plans to completely discontinue third-party cookies by the second half of 2024, Google Chrome started discontinuing third-party cookies in January.

Amazon’s statement.

In an interview with the Financial Times, Frazer Locke, Amazon Ads’ director of EU adtech sales, stated the following:

  • As the industry shifts towards an environment where cookies are not available, first party contextual signals are critical in enabling us to develop actionable insights that enable our advertisers to reach relevant audiences without sacrificing reach, relevancy, or the performance of their advertisements.


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Alishba Waris is an independent journalist working for CTN News. She brings a wealth of experience and a keen eye for detail to her reporting. With a knack for uncovering the truth, Waris isn't afraid to ask tough questions and hold those in power accountable. Her writing is clear, concise, and cuts through the noise, delivering the facts readers need to stay informed. Waris's dedication to ethical journalism shines through in her hard-hitting yet fair coverage of important issues.

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