Under the deal, Reach will provide Amazon with first-party data, such as information about the articles that users read. AMZN will then leverage this data to deliver more relevant and effective advertising on Reach's sites.
The potential loss of cookies could pose a challenge for advertising companies, as it limits their ability to identify and target internet users. Thus, media companies are exploring ways to obtain customer information, such as email addresses and logins, through registration pages.
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