Amazon is launching Ad Relevance, a cookieless consumer tracking solution that will be available to those using Amazon DSP, a tool that lets advertisers buy Internet ad placements on and off Amazon’s website. Ad Relevance “uses the latest in AI technology to analyze billions of browsing, buying, and streaming signals in conjunction with real-time information about the content being viewed” to reveal customer shopping patterns and serve relevant ads across devices, channels, and content types without using third-party cookies. The technology accommodates Google’s long-delayed cookie deprecation, currently set for 2025.

Amazon introduced Ad Relevance at the Cannes Lions International Festival of Creativity, explaining in a blog post that it has for years been using and testing the technology across Amazon Ads offerings — including Amazon Audiences, Contextual Targeting and Performance+ — where the new product has been “delivering meaningful impact for brands.”

Advertisers already using the new tech have found that it extends “addressability on up to 65 percent of previously anonymous impressions lowering CPMs by up to 34 percent, and improving CPCs by 8.8 percent” while “delivering on 100 percent of the budget,” reports MediaPost.

“Ad Relevance is supported by Amazon’s access to a high volume of first-party shopper, browsing and streaming viewership data, leveraging the latest AI bells and whistles to ingest that information and quickly identify consumers who are on different stages of the path to purchase,” writes Marketing Dive.

Amazon also used the Cannes Lions Fest “to trumpet progress with its generative AI-powered image generator for campaign assets,” another piece of “its strategy to bring the emerging tech to more advertisers,” Marketing Dive adds.

However, eMarketer notes that because Ad Relevance is limited to Amazon’s own platform, it “means Amazon is sticking somewhat to the walled garden format that is showing signs of falling out of favor with marketers.” That could change.

For now, Amazon’s “enormous ecosystem spanning retail and video gives its closed ecosystem more appeal than smaller competitors,” eMarketer writes, suggesting “the looming transition to post-cookie ad solutions is one of the largest windows of opportunity in years for competitors to seize on Google’s digital advertising market share.”