Robin Langford
Mar 5, 2024

ID++: Is Amazon planning its own post-cookie solution?

A swiftly deleted job listing for a project called ‘ID++’ has sparked rumours that the online retail giant is developing its own alternative to Google’s cookies for advertisers.

ID++: Is Amazon planning its own post-cookie solution?

Amazon is reportedly planning to launch a project called ID++, an alternative to soon-to-be-defunct browser tracking cookies for advertisers, according to a news report in Ad Age.

Last week, the internet giant posted (and quickly deleted) a job listing for a project called ID++, described as “the next generation of innovative products and services that will fuel the future growth of Amazon’s ad solutions in an identity-restricted world”.

An Amazon spokesperson confirmed to Ad Age that the ID++ project is an in-development initiative creating “addressability models”.

The job listing featured a diagram of words with “growth” at the centre, and with “lower cost structure”, “advertising dollars” and “customer experience” orbiting this central premise. 

A cookie-shaped hole in adland… and a golden opportunity for rival platforms 

Google is scheduled to phase out third-party cookies on Google Chrome, but its solution, the Privacy Sandbox has come under scrutiny, presenting an opportunity for rivals to offer their own universal audience tracking alternatives.

The news comes as Amazon continues to expand its presence as a major player in the ad ecosystem, leveraging its huge audience reach as the world’s leading online retailer and a major video streaming platform. 

Last month, Amazon switched its basic plan over to an ad-supported that now includes limited ads and becomes the latest addition to the burgeoning advertising video on demand (AVOD) market.

Source:
Performance Marketing World

Related Articles

Just Published

14 hours ago

How smarter mobile ads are beating big-budget ...

Based on $2.4 billion in ad spend across 1,300 apps, AppsFlyer’s latest report reveals why emotional storytelling, tutorials and platform-native talent now outperform big-budget creative in mobile marketing.

14 hours ago

EssenceMediacom retains top spot in April's APAC ...

OMD holds strong in second position while Publicis' Starcom climbs the highest after retaining Dabur's media mandate.

15 hours ago

Why it’s time we took Singaporean content creators ...

Hazel Yap, co-founder of influencer marketing agency Serious Media, unpacks the business behind the buzz—arguing that content creation isn’t just Gen Z’s latest phase, but a viable career reshaping Asia’s marketing economy.

15 hours ago

Changi Airport ropes in Aussie influencers to ...

A three-part video series sees Changi Airport positioning itself as the gateway for travellers to discover Southeast Asia’s rich food culture.