Category: behavioral advertising

May 31, 2019 Off

Targeted ads offer little extra value for online publishers, study suggests

By Jill T Frey

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

May 20, 2019 Off

GDPR adtech complaints keep stacking up in Europe

By Jill T Frey

It’s a year since Europe’s General Data Protection Regulation (GDPR) came into force and leaky adtech is now facing privacy complaints in four more European Union markets. This ups the tally to seven markets where data protection authorities have been urged to investigate a core function of behavioral advertising.

The latest clutch of GDPR complaints aimed at the real-time bidding (RTB) system have been filed in Belgium, Luxembourg, the Netherlands and Spain.

All the complaints argue that RTB entails “wide-scale and systemic” breaches of Europe’s data protection regime, as personal date harvested to profile Internet users for ad-targeting purposes is broadcast widely to bidders in the adtech chain. The complaints have implications for key adtech players, Google and the Internet Advertising Bureau, which set RTB standards used by other in the online adverting pipeline.

We’ve reached out to Google and IAB Europe for comment on the latest complaints. … Read the rest