{"id":642868,"date":"2023-04-29T10:06:17","date_gmt":"2023-04-29T15:06:17","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/04\/29\/the-rundown-amazons-dsp-trumpets-its-cookies-less-targeting-capabilities\/"},"modified":"2023-04-29T10:06:17","modified_gmt":"2023-04-29T15:06:17","slug":"the-rundown-amazons-dsp-trumpets-its-cookies-less-targeting-capabilities","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/04\/29\/the-rundown-amazons-dsp-trumpets-its-cookies-less-targeting-capabilities\/","title":{"rendered":"The Rundown: Amazon\u2019s DSP trumpets its cookies-less targeting capabilities"},"content":{"rendered":"
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April 27, 2023\u00a0\u00a0\u2022\u00a0\u00a03 min read<\/span> \u00a0\u2022\u00a0 By Ronan Shields<\/a><\/p>\n<\/div>\n

\"amazon<\/p>\n

\n\t\t\t\t\tIvy Liu\t\t\t\t<\/p>\n<\/p><\/div>\n

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In case you haven\u2019t heard, third-party cookies will soon be no longer for the world wide web, a prospect that rattles the foundation of its core, ad-funded, business model.<\/p>\n

It\u2019s so fundamental that even the largest names of the sector are threatened \u2014\u00a0just look at Meta\u2019s difficulties in dealing with Apple\u2019s privacy clawbacks \u2014\u00a0as Google Chrome prepares to sunset third-party cookies next year.<\/p>\n

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And it is within this context that Amazon Advertising, a burgeoning ad platform but one that equally has to contend with Apple and Google\u2019s erosion of traditional online advertising tools<\/a>, is now flexing its muscles.<\/p>\n

What\u2019s new? <\/h2>\n

Amazon Ads has today unveiled machine learning updates to its demand-side platform, an ad-buying tool made available to third parties that is in contention with rivals such as Google\u2019s Display & Video 360, and The Trade Desk.<\/p>\n

According to the DSP\u2019s representatives, Amazon has spent years developing such capabilities to help advertisers target desired audiences using the few remaining signals that will be left in the wake of third-party cookies. <\/p>\n

Neal Richter, director, advertising science at Amazon DSP, told Digiday this is made possible by letting advertisers plug their first-party data into its data clean room Amazon Marketing Cloud<\/a> to identify their required audiences. <\/p>\n

\u201cWhat we have done with these upgrades is tied to our performances algorithms,\u201d he explained. \u201cWhat we announced before [at Amazon Unboxed in October 2022] was about addressability, and now we\u2019re turning that into improved performance based on these new predictive models.\u201d<\/p>\n

The results <\/h2>\n

According to an Amazon press release, the machine learning updates to the DSP also help advertisers model their budget distribution, a service that helps them make their ad campaigns run on budget for an idealized period of time \u2014 a mishap that befell Meta\u2019s automated platform<\/a> recently.<\/p>\n

In a test involving 140,000 advertiser campaigns, advertisers using these updates experienced the below results, according to Amazon\u2019s internal tests conducted over the course of last year.<\/p>\n