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

9 hours ago

Campaign expands its coverage into Indonesia

The launch of its Bahasa Indonesia language publication bolsters Campaign’s global expansion, following new German and Canadian editions launched earlier this year.

10 hours ago

Spikes Asia 2025: In conversation with PR jury ...

As the CEO of MSL APAC and the Publicis Groupe global lead on Samsung, Key discusses the role of PR in brand success and gives advice to agencies submitting work for Spikes Asia.

12 hours ago

Creative Minds: Yuchien Wang on the path from ...

The copywriter and brand strategist had originally set out to be a classically trained cellist, even winning a place at the music academy in Taipei. But copywriting eventually won her heart.

13 hours ago

Tech On Me: Can OpenAI’s new CMO turn brilliance ...

As OpenAI hires its first-ever marketing head, it’s a reminder that even the most groundbreaking technology needs a story—and a storyteller—to sell it.