Are creepy advertisements really necessary to support the free web? A new academic study suggests they aren’t.
A new study suggests suggest publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t. Photo: Damian Dovarganes/Associated Press By Keach Hagey May 29, 2019 5:59 p.m.
Much of the premium likely is being eaten up by the so-called “ad tech tax,” the middlemen’s fees that eat up 60 cents of every dollar spent on programmatic ads, according to marketing intelligence firm Warc. “It is a huge finding in terms of the policy debate,” said Ashkan Soltani, one of the authors of the California Consumer Privacy Act who formerly served as the chief technologist for the FTC.
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