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).