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Amazon strikes landmark deal in response to Google’s third-party cookie deprecation

The Agreement Could Pave the Way Forward for Advertisers Trying to Reach High-Value Customers in a Cookieless World

Amazon has secured a landmark deal with Reach, the UK’s largest publisher, to access customer data for targeted advertising. The agreement, one of the first of its kind in Europe, comes in response to Google’s plans to deprecate third-party cookies later this year. As advertisers explore options beyond third-party cookies for targeted ads, this deal offers inspiration for alternative approaches to reach high-value consumers online.

The agreement will see Reach share “contextual” first-party data with Amazon, such as information about the articles people are viewing. Amazon will then use this data to enhance targeted advertising on the UK publisher’s sites, providing advertisers with more relevant and effective advertising opportunities. Financial details have not been disclosed.