According to a report in Ad Age, Amazon is preparing to introduce a project called ID++, as a replacement for browser tracking cookies that are set to be phased out for advertisers.
Recently, the company posted a job listing for the project ID++, which was quickly removed. The listing described ID++ as the next generation of products and services that will support Amazon’s advertising solutions in a world where identity is restricted.
An Amazon spokesperson confirmed that the ID++ project is currently in development and is focused on creating addressability models.
The job listing included a diagram with the word “growth” at the center, surrounded by “lower cost structure,” “advertising dollars,” and “customer experience.”
With the impending phase-out of third-party cookies on Google Chrome, there is a gap in ad targeting, creating an opportunity for competitors to offer their own universal audience tracking solutions.
Amazon is solidifying its position as a key player in the advertising industry, leveraging its large audience reach as a top online retailer and video streaming platform.
Last month, Amazon transitioned its basic plan to an ad-supported model, joining the growing market for advertising video on demand (AVOD).
