New Research: Proving the Premium for Data

A vital part of our narrative for responsible data collection and its use and application toward relevant ads is to recognize and document the value created by and derived from data sharing.

That was the purpose of a research effort we commissioned and announced last winter (February 2014), looking at data collection and sharing via cookies for the purposes of interest-based ads.

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 of George Washington University and Jeffrey Eisenach of The American Enterprise Institute. This new research has important implications for publishers, ad technology firms, agencies, advertisers, consumers, and policy makers. The study, conducted on behalf of DAA, found that availability of cookies to facilitate information transfer increases the average impression price paid by advertisers by 60% to 200%. Additionally, ads for which cookie-related information was available sold for three-to-seven times as much as ads without cookies. The full study is available at:

https://digitaladvertisingalliance.org/sites/aboutads/files/files/DAA_images/fullvalueinfostudy%20-%20Navigant.pdf
 

The full study generated significant media coverage for us as well:

"IF THE COOKIE CRUMBLES, SO WILL ADVERTISING REVENUES"
(Direct Marketing News, February 11, 2014)

 "TRACKING DATA BOOSTS CPMs ON AD EXCHANGES"
(MediaPost, February 10, 2014)
https://www.mediapost.com/publications/article/219093/tracking-data-boosts-cpms-on-ad-exchanges.html

"STUDY: INTEREST-BASED ADS ARE THE WORKHORSE OF THE INTERNET"
(Adweek, February 10, 2014)
https://www.adweek.com/news/technology/study-interest-based-ads-are-workhorse-internet-155616

Back to Year in Review…

Back to Top