Ad Relevance, the new AI-powered solution in Amazon’s DSP, has been in closed beta testing for 2 years. It made its public debut this week at Cannes Lions.
The headline is that it doesn’t depend on third-party cookies or identity resolution to focus on audiences with relevant content in real-time. What it does leverage is Amazon’s vast datasets of consumer behavior (purchase data, intent data, browsing data) to create cohorts and deliver them as ad opportunities. It is not mandatory to know the identity of the individuals throughout the cohorts.
Another big walled garden. In effect, Ad Relevance recasts Amazon as one other large walled garden, using its own proprietary data to craft audiences for advertisers.
“(Ad Relevance) uses the newest in AI technology to investigate billions of browsing, buying and streaming signals along with real-time information in regards to the content being viewed to grasp where customers are of their shopping journeys and serve them relevant ads across devices, channels and content types while not having third-party cookies.”
Amazon, “The way forward for addressability and promoting technology”
Why we care. Google, after all, has spent the previous couple of years attempting to thread the needle between deprecating third-party cookies and maintaining the illusion of an promoting ecosystem on the open web. Of course, since Google has control over the Chrome browser, ingests data from Search, YouTube and Gmail, and is selling ad inventory, it has been accused of making a walled garden anyway.
Amazon has just gone right ahead and done it. It also seems to have trumped Google’s Topics initiative. Google had proposed assigning Chrome users, temporarily, to a really limited variety of interest-based Topics, using that as a basis for ad targeting. Amazon, it seems, is using AI to investigate without limits what users are viewing and consuming inside Amazon’s own environments, including Prime Video.
Also, Amazon has avoided, so far at the very least, getting bogged down with independent advisory panels and regulators telling them that their solution won’t work and doesn’t protect privacy anyway.
Dig deeper: Google’s Privacy Sandbox: What it is advisable know
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