Amazon Introduce New Cookieless Ad Targeting Solution Called Ad Relevance
24 Jun 2024
Amazon has introduced an ad-targeting solution named Ad Relevance that operates without cookies or third-party identifiers which was announced at the Cannes Lions International Festival of Creativity this week. Available through Amazon’s demand-side platform (DSP), Ad Relevance employs artificial intelligence (AI) to analyse extensive browsing, purchasing, and streaming data from Amazon properties. This AI-driven approach matches these insights with real-time content viewing to enhance ad targeting.
Amazon have been developing this over the past few years and Ad Relevance has undergone testing with Amazon’s Audiences, Contextual Targeting, and Performance+ offerings. Amazon claims this new ad targeting solution can enhance addressability for previously anonymous impressions and reduce CPMs (cost per thousand impressions) by up to 34%.
Ad Relevance leverages Amazon’s vast first-party shopper, browsing, and streaming data, utilising advanced AI to swiftly identify consumers at various stages of the purchasing journey. It delivers ads across multiple devices, channels, and content types.
The solution has already been piloted with Amazon Ads products, including the Performance+ ads powered by machine learning through Amazon DSP, which launched in March. Early results indicate Ad Relevance can improve addressability for up to 65% of previously anonymous impressions, reduce CPMs, and enhance cost-per-click rates by 8.8%, all while ensuring full budget delivery.
What does this new solution mean for brands?
This new solution will result in improved targeting accuracy due to the enhanced addressability resulting in brands reaching a more relevant audience. With brands expecting reduced CPMs up to 34% and CPC has improved by 8.8%, their advertising budget will be far more efficient allowing their budgets to stretch further and result in better return on investment (ROI).
With Ad Relevance supporting ad delivery across various devices and channels, brands can be assured they can reach consumers wherever they are and on any device. It also offers versatile ad formats allowing brands to make use of a multitude of ad formats to engage their target audience effectively.
Summary
Amazon Ads new ad targeting solution is an innovative approach to a world where cookies are going to be phased out. With this technology already powering many of Amazon Ads offerings such as contextual targeting and Performance+ and proving to be extremely useful with great initial results which can only have a positive impact for brands.
Amazon has introduced an ad-targeting solution named Ad Relevance that operates without cookies or third-party identifiers which was announced at the Cannes Lions International Festival of Creativity this week. Available through Amazon’s demand-side platform (DSP), Ad Relevance employs artificial intelligence (AI) to analyse extensive browsing, purchasing, and streaming data from Amazon properties. This AI-driven approach matches these insights with real-time content viewing to enhance ad targeting.
Amazon have been developing this over the past few years and Ad Relevance has undergone testing with Amazon’s Audiences, Contextual Targeting, and Performance+ offerings. Amazon claims this new ad targeting solution can enhance addressability for previously anonymous impressions and reduce CPMs (cost per thousand impressions) by up to 34%.
Ad Relevance leverages Amazon’s vast first-party shopper, browsing, and streaming data, utilising advanced AI to swiftly identify consumers at various stages of the purchasing journey. It delivers ads across multiple devices, channels, and content types.
The solution has already been piloted with Amazon Ads products, including the Performance+ ads powered by machine learning through Amazon DSP, which launched in March. Early results indicate Ad Relevance can improve addressability for up to 65% of previously anonymous impressions, reduce CPMs, and enhance cost-per-click rates by 8.8%, all while ensuring full budget delivery.
What does this new solution mean for brands?
This new solution will result in improved targeting accuracy due to the enhanced addressability resulting in brands reaching a more relevant audience. With brands expecting reduced CPMs up to 34% and CPC has improved by 8.8%, their advertising budget will be far more efficient allowing their budgets to stretch further and result in better return on investment (ROI).
With Ad Relevance supporting ad delivery across various devices and channels, brands can be assured they can reach consumers wherever they are and on any device. It also offers versatile ad formats allowing brands to make use of a multitude of ad formats to engage their target audience effectively.
Summary
Amazon Ads new ad targeting solution is an innovative approach to a world where cookies are going to be phased out. With this technology already powering many of Amazon Ads offerings such as contextual targeting and Performance+ and proving to be extremely useful with great initial results which can only have a positive impact for brands.
Amazon has introduced an ad-targeting solution named Ad Relevance that operates without cookies or third-party identifiers which was announced at the Cannes Lions International Festival of Creativity this week. Available through Amazon’s demand-side platform (DSP), Ad Relevance employs artificial intelligence (AI) to analyse extensive browsing, purchasing, and streaming data from Amazon properties. This AI-driven approach matches these insights with real-time content viewing to enhance ad targeting.
Amazon have been developing this over the past few years and Ad Relevance has undergone testing with Amazon’s Audiences, Contextual Targeting, and Performance+ offerings. Amazon claims this new ad targeting solution can enhance addressability for previously anonymous impressions and reduce CPMs (cost per thousand impressions) by up to 34%.
Ad Relevance leverages Amazon’s vast first-party shopper, browsing, and streaming data, utilising advanced AI to swiftly identify consumers at various stages of the purchasing journey. It delivers ads across multiple devices, channels, and content types.
The solution has already been piloted with Amazon Ads products, including the Performance+ ads powered by machine learning through Amazon DSP, which launched in March. Early results indicate Ad Relevance can improve addressability for up to 65% of previously anonymous impressions, reduce CPMs, and enhance cost-per-click rates by 8.8%, all while ensuring full budget delivery.
What does this new solution mean for brands?
This new solution will result in improved targeting accuracy due to the enhanced addressability resulting in brands reaching a more relevant audience. With brands expecting reduced CPMs up to 34% and CPC has improved by 8.8%, their advertising budget will be far more efficient allowing their budgets to stretch further and result in better return on investment (ROI).
With Ad Relevance supporting ad delivery across various devices and channels, brands can be assured they can reach consumers wherever they are and on any device. It also offers versatile ad formats allowing brands to make use of a multitude of ad formats to engage their target audience effectively.
Summary
Amazon Ads new ad targeting solution is an innovative approach to a world where cookies are going to be phased out. With this technology already powering many of Amazon Ads offerings such as contextual targeting and Performance+ and proving to be extremely useful with great initial results which can only have a positive impact for brands.