Advertising Age reports that Amazon has a new product team that is “developing a range of modeled and contextual addressability solutions” that, the story says, is “part of its long-term strategy to win online advertising in the post-cookie era.”
“Addressability,”Ad Age explains, “allows for better targeting and measuring of specific audiences. Without cookies, internet ads will be harder to track.
“Amazon’s spokesperson did not provide further details about ID++ and referred Ad Age to a host of other ad tech upgrades Amazon delivered in recent months, pointing to its general roadmap in this area. For instance, in October, at its yearly ad tech showcase unBoxed, Amazon Publisher Cloud launched, which allows publishers to arrange programmatic ad deals through secure computing environments known as clean rooms. The publisher cloud signed partners, including Dotdash Meredith, Fandom and NBCUniversal.”
A job posting in which Amazon was hiring for the product team said that “the ID++ Program supports the next generation of innovative products and services that will fuel the future growth of Amazon’s ad solutions in an identity-restricted world … The goal of the ID++ program is not only sustaining [Amazon’s] advertising business as industry-wide identity changes roll out, but also [to] seize the opportunities to position Amazon as the leader in ad tech.”
KC’s View:
Yet another indicator of the degree to which advertising may be transitioning from being an alternative source of revenue to being a prime source of revenue – and we, as consumers, are the fodder that all these companies are selling to advertisers.
This hasn’t even really begun yet, and I am already tired of it.
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