In a significant turn of events, Amazon has abandoned its planned adoption of Google's Privacy Sandbox following a recent announcement by Google regarding third-party cookies. Initially, Amazon had intended to launch an API for advertisers to utilize Google's Protected Audience API (PAAPI) to retarget users without cookies. However, after Google's reversal on cookie usage, Amazon has decided not to integrate PAAPI into its platform, marking a setback for the advertising industry's shift towards a privacy-focused model.
Just hours before Google announced its U-turn on nixing third-party cookies, Amazon emailed publishers asking them to join its program adopting a key part of Google's replacement of cookies: Privacy Sandbox.
According to screenshots of emails to two publisher sources from Amazon, dated before Google's cookie announcement on April 22, Amazon Publisher Services planned to widely launch an API that supports Google's Protected Audience API (PAAPI).
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