Installing third-party cookies on users’ devices has been a key method for tracking customer data for years, but Amazon has recently announced a new alternative that allows businesses to gather the same types of data without the use of cookies. This feature, which is known as Ad Relevance, is likely to become a key player in the race to find the best replacement for cookies.
What Is Ad Relevance?
Amazon recently announced the launch of Ad Relevance, an AI-powered approach to tracking various aspects of customer behavior without having to place cookies on users’ devices. This technology is capable of quickly and accurately compiling a massive amount of data surrounding customers’ browsing and buying decisions to better understand what they are looking for and show them targeted ads that were designed with their preferences in mind without the need to rely on the third-party cookies that have caused various privacy concerns over the past several decades.
Why Do Post-Cookie Solutions Matter?
While cookies have been the tried-and-true method for tracking various types of user data for years, they have also been the focal point for plenty of controversies because their specific uses have not always been clear. Now that Google Chrome and other browsers are looking to move away from using third-party cookies as a primary form of gathering user data, competitors that are looking to capitalize on this open space by providing something that works better. This sudden window of opportunity means that finding new ways to take advantage of Google’s digital advertising market share should be a priority among companies that are searching for new ways to build ad revenue.
Choose V Digital Services for Cutting-Edge Post-Cookie Solutions
Amazon’s Ad Relevance and V Digital Services’ Prospect Hub both prioritize targeted advertising through data-driven insights, aiming to optimize campaign performance. While Amazon’s platform focuses on leveraging its vast customer data within its ecosystem for precise ad placements, V Digital Services’ Prospect Hub offers broader multi-channel marketing strategies beyond Amazon, integrating data from various sources to enhance targeting capabilities across digital touchpoints. Each platform provides unique strengths in integration, audience reach, and support, tailored to different marketing needs and objectives.
At V Digital Services, we are here to help your business understand the impacts of Ad Relevance and other post-cookie solutions, as well as determine how taking advantage of them can best serve your business. Shifting to first-party data solutions, such as our Stevie Award-winning Prospect Hub, can be a much more ideal solution for gathering essential information without causing additional concerns about how customer data is being used. Contact us today to learn more about the benefits of moving away from cookies and how your business can take advantage of this shift!