Discarding the third-party cookie by Google is the hot topic of discussion in the technology market. By this move, Google is trying to benefit its publisher services and DSP. However, this has created a void in the market, and Amazon is all set to fill this void.
To make sure that the void is sealed the eCommerce giant is meeting various leading companies to discuss and plan techniques that will help them track the customer journey over the internet using Amazon’s advertising ecosystem. It has been found that three prominent companies are already in discussion with Amazon regarding this. Therefore, one can soon expect to have an identifier by Amazon. However, the timeline has not yet been shared by the tech giant.
There are several open identifiers available in the market like Live Ramp and Trade Desk. However, Google has made it clear that they will not be supported any longer. On the other hand, the new identifier launched by Amazon will be limited to its ecosystem. It could be a concern for many advertisers. However, they must understand that it is time to choose a side and decide which boat they will be sailing.
âThey are thinking about it more in terms of Googleâs âppid,â where itâs siloed to a particular network of O&O sites,â. âIt would be more as a means to inform their DSP of frequency and attribution while maintaining an identity silo.â The statement was released by one of the companies which is in talks with Amazon regarding its new identifier.
Even though the date for the launch of the identifier is yet not released, it has created a wave of commotion in the advertising industry. It is reported that Amazon is working vigorously to make things possible. However, its priority is to make the security non-penetrable. When compared to Google, Amazon is a small fish in the advertising industry. Therefore, such a bold step was not expected by Amazon as there is so much to invest before Amazon can eat the fruits of success. According to a spokesperson the identifier will be operative following Amazonâs opt-out policies, privacy notice and interest-based ads.
However, it is a speculation that once things are in motion, it can turn the tables around and end the monopoly of Google in the field of advertising. It is not just a speculation, but after monitoring last year results of a survey conducted by the Advertisers Perception, it was found that Amazon’s DSP ranked first among other DSPâs.
APS was always going to be a differentiator for them, An identifierâs kind of a door opening to push this more,â
#MightyHive, commerce practice director, Nicholas Seo.
As stated above, the identifier can create a new era where advertisers have to choose or invest more money in their advertising strategy.
âI do wonder if the buy-side is ultimately just going to have to settle for a set of further fragmented buys than what they do todayâ.
However, there are no executives available who can give a clear perspective of this new identifier and answer the queries of an individual. Yet it has been said that the identifier will be only available to those who will fulfil the requirements of Amazon.
Google is yet to work on the fundamentals of Publishers Provided ID, and it is in an experimental stage. It is important to note that PPI has played a crucial role in deals made in the private marketplace.
âAs advertisers look to navigate the future, they are going to continue to look to partners in the near term who can do 1-to-1, both targeting and measurement, the measurement front, the partners that have that closed-loop look are going to become increasingly importantâ.
#Lauren Fisher, Advertiser Perceptions, EVP of business intelligence at the research firm.
