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Study: Online Ad Value Spikes When Data Is Used to Boost Relevance

Ads with cookies are up to seven times more valuable, and smaller Web sites benefit disproportionately from the value those ads create

WASHINGTON – February 10, 2014 – Online advertising that uses cookie technology to increase relevance by leveraging consumers' information generates significantly greater economic value than advertising without cookies, according to an economic study by Professors Howard Beales and Jeffrey Eisenach of Navigant Economics. This new research has important implications for publishers, ad technology firms, agencies, advertisers, consumers and policy makers.

Building Audience Experiences across Devices and Platforms

August 27, 2015

By Lou Mastria

[Photo: Interactive Advertising Bureau CEO Randall Rothenberg speaks ahead of the Digital Advertising Alliance Summit 2015 session “Building Audience Experiences Across Devices and Platforms.” Session participants included left to right: Charles Curran, senior advisor to DAA (moderator); Vivian Chang, Tapad; Martin Gilliard, Experian Marketing Services; Kevin McGowan, Millennial Media; and David Weiner, Oracle.]

Advertising Week 2015: Celebrate Competition & Content Diversity Made Possible by Responsible IBA

September 22, 2015

By Lou Mastria

In our attention economy - where marketers compete for the attention of consumers - I'm struck how data collection for interest-based advertising (IBA) enables support for a wide range of small publishers and niche content providers, some of whom derive most or all of their income from ad network-supplied IBA. Without IBA, much less advertising in general, these entities could not survive.

Among all the parts of our advertising ecosystem we honor and recognize during Advertising Week 2015, I'd like to toast these startups and small businesses which are thankfully among us.

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