By Luís Daniel Rijo in Data News — Jun 1, 2021

Amazon to launch an id solution based on Amazon accounts - Digiday

Amazon ID to work via Amazon DSP and via Amazon Publisher Services (APS).

Digiday today reported Amazon is preparing an id solution for their own & operated (O&O) sites. Amazon ID is Amazon's alternative for the end of third-party cookies.

"Amazon is hoping to use the identity vacuum Google has opened with its deprecation of the third-party cookie," writes Max Willens, in Digiday.

Amazon ID will work via Amazon DSP and via publisher services division APS.

In January 2020, Google announced that it will kill third-party cookies within 2 years, in Chrome. In March, this year, Google said publishers will still be able to build first-party audiences, even without third-party cookies, via Publisher Provided Identifiers (PPIDs).

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