Eric Siu breaks down Amazon's new non-endemic ads feature. As third-party cookies disappear, Amazon's built-in checkout and shopper data make it attractive to brands beyond physical products. More companies may shift ad spend there to reach customers ready to buy.
Amazon has a new ad feature out. These are called non-endemic ads. Have you heard of this? What do they do? So this guy, uh, Liran Hirschkorn, shares this on LinkedIn. So he says third-party cookies are on their way out and Amazon is in a very good position right now. With Apple already cracking down on third-party cookies on Safari and Google Chrome, phasing them out in 2024, Amazon stands to benefit majorly because they own such a massive audience and their ads and checkout are happening on the same platform. We're going to see more brands, more and more brands flock to Amazon to be able to access that data that they won't be able to access elsewhere, possibly seeing companies without physical products advertising on Amazon because of the tremendous amount of data that they have about shoppers and shopper behavior on the platform. So coming down the pipe, it's called non-endemic ads.
