Contrast these two stories. The fourth largest company in the world, by market cap, announced over four years ago that it would change the way advertisers could target audiences on its browser. This week, the initiative remains mired in regulatory proceedings and vehement objections from representatives of the ad ecosystem.
The fifth-largest company in the world, by market cap, has for two years been quietly testing ways for advertisers to target audiences within its ecosystem. The new options were announced at Cannes Lion. Done deal.
What does Amazon know that Google doesnât? Not to mention Apple, Mozilla, etc. Amazon is clearly creating a walled garden where advertisers can target audiences without third-party cookies. Google has been told by at least one regulator it canât deprecate third-party cookies from Chrome unless it resolves their concerns. I donât recall Apple (Safari) or Mozilla (Firefox) having to jump through those hoops. They just got rid of cookies when they were ready to.
I used to think it was because Google was too big to avoid scrutiny. But Amazon is pretty much as big. I donât know the answers to these questions. If you do, let me know: kdavis@thirddoormedia.com.
And please get the MarTech Replacement Survey done before the holiday!
Kim Davis
Editor at large
