HMDL: Amazon Post Cookies; Investment In Ad Tech; Reddit Partners With Google

Amazon Hints At Post-Cookie Ad Tech Project Called ID++

Amazon is quietly developing?an internal ad tech team called ID++, which is part of its long-term strategy to win online advertising in the post-cookie era.

Ad Age

The DL: Amazon is developing a new ad tech project called "ID" in response to the changing landscape of online tracking and targeting methods. With the phasing out of third-party cookies and increased privacy regulations, digital advertisers are searching for alternative ways to deliver personalized ads while respecting user privacy. Amazon's "ID" project aims to provide a solution by leveraging its vast customer data and e-commerce dominance to create a new tracking mechanism. The initiative comes at a time when other major tech companies like Google and Apple are also implementing privacy-focused changes. As a result, advertisers and marketers are exploring alternative targeting methods and technologies to adapt to the evolving advertising landscape. Amazon's project aligns with industry trends by focusing on enhancing user data protection while still enabling effective personalized advertising. The success of this project could have significant implications for the future of digital advertising and the balance between privacy and targeted marketing.

Investment Is (Slowly) Trickling Back Into Ad Tech

After a comparatively quiet two years, investors appear to have regained their appetite for ad tech in terms of early-stage investments, as sources also predict grander-scale mergers and acquisitions in late 2024.

DigiDay

The DL: Investors are showing renewed interest in early-stage ad tech investments, with expectations of significant mergers and acquisitions in late 2024. Notable funding includes Vibe.co securing $22.5 million in a Series A round, positioning itself as the "Google Ads of streaming" for SME marketers. TVScientific and Michael Rubenstein's AI venture Firsthand also secured funding rounds. First Party Capital invested in Bedrock, focusing on navigating challenges posed by the loss of traditional ad tech tools like third-party cookies. Industry experts anticipate increased M&A activity in the second half of 2024, with private equity firms actively participating. The ad tech landscape is seen as ripe for opportunities, especially in the connected TV (CTV) sector, where companies like Vibe aim to make a significant impact.

Reddit Partners With Google On New Data Sharing Deal

The inaugural survey of 1,005 US teens and adults ages 15 to 26 conducted in July 2023 looks at Gen Z’s social search habits to give brands a better understanding of this burgeoning trend.

Social Media Today

The DL: Google has struck a strategic deal with Reddit, gaining exclusive access to Reddit’s data for use in Search and its generative AI projects, worth $60 million annually. This collaboration aims to enhance search results with Reddit content, particularly user experiences and product insights, which users often seek by appending "site: www.reddit.com" to their searches. Google's access to Reddit's Data API will enable real-time access to structured content. Additionally, this partnership benefits Reddit by increasing exposure to its forums across various topics, aligning with Reddit's post-2020 efforts to redefine its platform and prepare for an IPO. While the financial boost isn't revolutionary for Reddit, the exposure benefits and strategic implications are significant, reinforcing Reddit's evolving business direction and the value of its data to Google. From an advertiser's viewpoint, this partnership highlights the potential for leveraging Reddit's data to refine targeting strategies and optimize ad placements on Google's platforms, opening new avenues for reaching engaged audiences.

Why Marketers Should Understand The Differences Between CTV And OTT

Many in digital advertising, including the Interactive Advertising Bureau, have begun to use connected TV (CTV) as an umbrella term to include content delivered via CTV devices or OTT services.

Insider Intelligence

The DL: While it's easy to use "CTV" and "OTT" together when talking about streaming videos, it's still important to know the main difference– where the ads show up. CTV is all about ads on your TV screen, while OTT covers ads delivered online to different devices. Marketers should consider the differences between CTV and OTT advertising based on the desired consumer actions as well. CTV ads are more likely to be watched entirely, with a 98% completion rate, making them suitable for increasing awareness. Meanwhile, OTT ads are deliverable via mobile and may be better for driving transactions, especially as mobile commerce is projected to reach $558.29 billion in 2024.?

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