Amazon Ads unveils cookie-free ad relevance technology

Amazon Ads has introduced Ad Relevance, a groundbreaking approach to delivering relevant advertising without the need for cookies.
The deprecation of cookies presents a significant challenge for advertisers seeking to connect with their target audiences. Traditional methods lack the ability to understand key user signals like purchase history and ad interactions across diverse platforms. This hinders the creation of meaningful ad experiences, content optimization, and campaign performance measurement.

Ad Relevance tackles this head-on. Leveraging Amazon Ads' deep understanding of consumer behaviour within the vast Amazon ecosystem, this new technology utilizes cutting-edge AI and machine learning to analyze billions of browsing, buying, and streaming signals. Combined with real-time content information, Ad Relevance creates a comprehensive picture of the customer journey, enabling the delivery of highly relevant ads across devices, channels, and content types – all without relying on third-party cookies.

Early results are impressive. Ad Relevance has already demonstrated its effectiveness, extending addressability for previously anonymous impressions by up to 65%, lowering CPMs by 34%, and boosting CPCs by 8.8% – all while ensuring 100% budget delivery for advertisers.

Recognizing the increasingly fragmented media landscape, Amazon Ads prioritizes both ease of use and advertiser control. Performance+, a powerful solution built on Ad Relevance, simplifies programmatic media buying. Advertisers simply need to connect their advertising insights and define their desired KPIs. Performance+ then leverages its advanced machine learning models to automatically optimize campaigns and achieve those goals. Transparency remains paramount, with detailed reporting on ad performance, audience reach, and creative effectiveness.

Amazon Marketing Cloud further empowers advertisers with control and insights. This secure clean room service allows brands to integrate first-party and third-party data to gain a deeper understanding of customer journeys, build targeted audiences, and seamlessly activate them across channels.

A fragmented advertising landscape with numerous service providers creates challenges for advertisers. Amazon Ads is committed to streamlining these relationships through innovative technology.

Amazon Publisher Cloud bridges the gap between advertisers and publishers. This unique clean room service allows publishers to analyze their data alongside advertiser and Amazon Ads signals. This collaboration empowers publishers to create custom deals on the Amazon DSP, delivering more relevant advertising at scale. Leading publishers like Dotdash Meredith, FOX, Hearst Magazines, and The Washington Post are already leveraging Amazon Publisher Cloud.

Additionally, the Amazon Publisher Services Connections Marketplace simplifies connections with third-party services. This empowers publishers to integrate ad identity providers, offering advertisers more options to reach their desired audiences. Amazon Ads' commitment to innovation extends to measurement, with the recent launch of Signal IQ. This beta solution helps publishers quantify the performance of their supply-side signals, allowing them to optimize their strategies and better meet advertiser needs.