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Huge. This research pops myth that behavioral advertising is critical to media. It also explains the tight lobby between ad tech, platforms and advertisers and how its interests likely has been screwing legit publishers all along.
Critical to note this doesn’t take into account the prisoners dilemma in that a single publisher on its own will simply lose revenue by opting out from this market. Hence the need for bar raised equally with higher restrictions to those who do the most tracking.
Here is a link to the full research report which is being presented at a major economics conference next week. weis2019.econinfosec.org/wp-content/upl…
wow, @digiday just published additional research showing 67% of publishers state behavioral advertising has not helped their business and 21% share it's caused their ad revenues to decline. digiday.com/media/digiday-…
