New Study Shows Ad Revenue Benefit through Cookies – Reinforcing Previous 2014 DAA Research: We Can Have Both Personalization & Ubiquitous Privacy Protections

September 5, 2019

YourAdChoices can help strike a balance between valuable relevance and ubiquitous privacy controls.

A newly updated academic study highlighted in AdExchanger this week reinforces a previous separate study commissioned by the Digital Advertising Alliance (DAA) in 2014 that shows how powerful having a cookie (or other identification mechanism) can be in delivering value to publishers – as well as to brands and consumers.

In summary, the study found that there is a 52-percent drop in publisher revenue when interest-based cookies are not present to enable a more relevant ad.  This echoes previous research we commissioned – and several other studies – that point to the economic benefits that accrue through responsible data collection for interest-based advertising.

Furthermore, the study characterized the DAA’s AdChoices program as a vital “…middle ground where advertising can exist while mitigating consumer privacy concerns.”

Consumers understand the data-for-value proposition. They’ve told us so survey after survey – and they vote for the protections that the DAA YourAdChoices program affords.  These are important messages, too, to consider as we debate federal privacy protections in the United States – to show there is a better way than shutting down by half the Internet’s rich, beneficial data ecosystem that keeps brands and consumers highly connected and engaged.

“Losing online behavioral advertising for the majority of users would have severe implications for advertisers, publishers and ad exchanges," the researchers concluded. "The rapid development and complexity of the online display ad industry represents a particular challenge for regulators to keep pace… Self-regulation can have the speed and flexibility to keep pace with the sector's advances. AdChoices exemplifies these characteristics..." and we’re delighted to be able to find and advance balanced privacy solutions.

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