Cookie deprecation is still a work in progress, but Amazon is pushing ahead with its advances in creating an ad-targeting solution that does not rely on the types of third-party identifiers that have served as a bedrock for much of digital marketing. The e-commerce giant detailed plans for Ad Relevance at Cannes Lions, a major industry gathering that celebrates advertising creativity and has, over the years, seen more of its focus shift toward large tech platforms. Amazon also used the festival to trumpet progress with its generative AI-powered image generator for campaign assets, one piece of its strategy to bring the emerging tech to more advertisers.
