Amazon has secured a landmark deal with Reach, the UK’s largest publisher, to access customer data for targeted advertising. The agreement, one of the first of its kind in Europe, comes in response to Google’s plans to deprecate third-party cookies later this year. As advertisers explore options beyond third-party cookies for targeted ads, this deal offers inspiration for alternative approaches to reach high-value consumers online. Google Chrome officially began the phased discontinuation of third-party cookies in January, with plans to completely deprecate them by the second half of 2024. Read our article on Google Chrome’s deprecation of third-party cookies for more information.