How much value do online publishers derive from behaviorally targeted advertising that uses privacy-hostile tracking technologies to determine which advert to show a website user?
A new piece of research suggests publishers make just 4% more vs if they were to serve a non-targeted ad.
It’s a finding that sheds suggestive light on why so many newsroom budgets are shrinking and journalists finding themselves out of work — even as adtech giants continue stuffing their coffers with massive profits.
Visit the average news website lousy with third party cookies (yes, we know, it’s true of TC too) and you’d be forgiven for thinking the publisher is also getting fat profits from the data creamed off their users as they plug into programmatic ad systems that trade info on Internet users’ browsing habits to determine the ad which gets displayed.
Yet while the online ad market is massive and growing — … Read the rest