Amazon has struck a fresh deal with the UK’s largest publication Reach, helping it to obtain customer data in order to target online advertising.
It comes as publishers have faced increased rules around third party cookies.
The Financial Times reported that Amazon and Reach came to the agreement in order to help solve the issues caused by the loss of “third-party cookies”.
Speaking to the FT, Amazon Ads EU Adtech director Frazer Locke said “first party contextual signals are critical in helping us develop actionable
Earlier this month the Information Commission Office (ICO) wrote to some of the UK’s biggest websites, urging websites to comply with cookie laws within 30 days.
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It comes as later this year Google is set to block third party cookies on the Chrome browser for some users, meaning that it will be harder for advertisers to garner data with which to sell.
Some experts have raised the need for marketers to leverage first and second party data more consistently, rather than relying on third-party data but many still feel unprepared.
Havas Media Network has rolled out AI-powered technologies in order to garner audience insights without relying on third party data.
Havas Media UK chief product officer Laura Kell highlighted that the technology can help provide a more holistic approach.
“We can’t understand people properly by tracking what they do, what they buy and why – and the demise of the cookie means this is ending anyway. A strength for a particular type of client can be a weakness for another vertical, country or region.”
