Amazon's Latest Advertising Move Could Fill a Vacuum Left by Alphabet

Amazon (NASDAQ: AMZN) recently confirmed to advertising trade publication Digiday that it plans to launch its own third-party cookie tracker. The move could prove to be a significant boon for the company's fast-growing digital advertising platform and comes after Alphabet's (NASDAQ: GOOG)(NASDAQ: GOOGL) decision to change the way that user data can be collected through its Chrome web browser. 

Amazon's upcoming identifier technology will be limited to the company's advertising ecosystem, so it won't be able to replace the breadth of tracking functionality being lost with Chrome. But the e-commerce and cloud computing company is rapidly gaining market share in the digital ad space, and supplying useful new tools should help it continue to gain ground. It's unclear when Amazon's advertising identifier might launch.  

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Source Fool.com