The digital advertising industry is about to undergo a significant transformation, driven by technological advances and changes in online privacy practices. Experts predict that the next generation of advertising technology (AdTech) will be powered by advanced models of artificial intelligence and machine learning, dispensing with the need for third-party cookies or ad identifiers.
Amazon Ads is at the forefront of this revolution, developing innovative solutions like “Ad Relevance”, which analyzes billions of browsing, buying and streaming signals to understand consumer behavior and deliver relevant ads without relying on third-party cookies.This technology is already showing impressive results, such as extending targeting capacity by up to 65% of previously anonymous impressions and reducing costs per thousand impressions (CPM) by up to 34%.
Simplifying programmatic media buying processes is a growing trend, Amazon has launched “Performance+”, a tool that uses AI and machine learning to automatically optimize campaigns while maintaining the control and transparency advertisers demand.
Another key innovation is the “Amazon Marketing Cloud”, a clean room service that allows brands to securely combine their own and third-party data, offering valuable insights into consumer behavior and enabling more accurate targeting.
The closeness between advertisers, publishers and third-party services is also a rising trend.“Amazon Publisher Cloud” was created to facilitate this integration, allowing publishers to analyze their data in conjunction with information from advertisers and Amazon Ads to create personalized and more efficient offers.
With these innovations, presented on the company's blog, the digital advertising industry is preparing for a future without third-party cookies, but with greater accuracy, efficiency and respect for the privacy of users.
