Wednesday, February 28, 2024

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    Publishers assess Amazon’s role in their post-cookie ad businesses

    Amazon is making a bigger play for publishers in the post-third-party cookie ad market by offering to connect the dots between media companies’ first-party contextual data and its own transaction data as a retailer.

    Dotdash Meredith and Reach plc both have signed deals with Amazon within the last four months to test out this extension of their contextual data while other publishers still mull their options. And while the access to retailer data is attractive for publishers, those who really stand to benefit are those that have established contextual data in their cookie-pocalypse preparedness plans and have a surplus of that first-party data at the ready.

    Dotdash Meredith used Amazon’s shopping data to identify which content on its sites were more likely to lead to purchases, said Jon Roberts, chief innovation officer at Dotdash Meredith. “Once you learn that, you can run a campaign against all of the content that is a great predictor of purchase, [which also] allows you to unlock retail targeting on iOS — [an] immediate increase in scale and it outperformed just cookies alone,” he said.

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