Amazon is best poised to navigate the shift away from third-party cookies.As these cookies and trackers are sunset, marketers are expecting ad tech platforms like DSPs and measurement providers to spearhead the move to alternative tracking methods: 83% of US marketers surveyed agreed that ad tech platforms were responsible for doing so, according to wave nine of Advertiser Perceptions' DSP Report provided to Insider Intelligence.
Unsurprisingly, the largest DSPs were considered to be in the best position to navigate that shift—among them were Amazon , Google , and Verizon . And the dominance of these companies' DSPs extends beyond their capacity to shift to alternative trackers—those three are also the top-considered DSPs for connected TV advertising, for example. and the shift to third-party alternatives imminent, we could see these top players gain more market share in the coming year.