Tech giant Amazon has struck a deal with the UK’s largest publisher Reach over obtaining customer data to target online advertising, as the media industry scrambles to respond to Google’s move to axe “cookies”.
In one of the first such agreements in Europe, Amazon and Reach unveiled a partnership on Monday designed to compensate for the loss of “third party” cookies that help gather information about users by tracking their activity across websites to help target advertising.
Google said this month that it had started to remove cookies on its Chrome browser, following a similar move by Apple to block them over Safari, aiming to switch off all third-party cookies by the end of the year.
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