Amazon has introduced Ad Relevance, a new ad-targeting solution that operates without third-party cookies. This system leverages Amazon's extensive first-party data, including shopper, browsing, and streaming viewership data, combined with AI to identify consumers at various stages of the purchase funnel.
Key Features and Benefits
- Cross-Device and Channel Reach: Ad Relevance can serve ads across multiple devices, channels, and content types.
- Pilot Success: It has been piloted on existing Amazon Ads products like Performance+, showing promising results.
- Improved Metrics: Early results indicate a 65% increase in addressability for previously anonymous impressions, an 8.8% improvement in cost-per-click (CPC), and 100% budget delivery.
- Cost Efficiency: Lowered CPMs by up to 34%.
Advanced AI and Machine Learning
Ad Relevance, which is available via Amazon’s demand-side platform, uses artificial intelligence (AI) to analyze billions of browsing, purchasing and streaming data points from across Amazon properties, matching those insights against what content a consumer is viewing in real time. Amazon has rebuilt its ad-targeting and measurement system over the past three years using machine learning models, eliminating the need for third-party cookies. This new generation of AdTech offers:
- Simplified Technology: Easier programmatic media buying with transparent reporting.
- Control and Transparency: Advertisers can control ad placements and gain deep insights into campaign performance.
Amazon Ads continues to innovate in the advertising industry, aiming to create meaningful connections between customers and brands. The company is committed to navigating the challenges of a cookieless future, ensuring that addressability and advertising technology benefit all stakeholders.
