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

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?> <div id="header-site-info" class="header-site-info block"> <div id="header-site-info-inner" class="header-site-info-inner inner"> <div id="logo"> <a href="/web/20150318004312/http://www.aboutads.info/" title="Home"><img src="/web/20150318004312im_/http://www.aboutads.info/sites/all/themes/fusion/aba_v1/logo.png" alt="Home"/></a> </div> <div id="site-name-wrapper" class="clearfix"> <span id="site-name"><a href="/web/20150318004312/http://www.aboutads.info/" title="Home">www.aboutads.info</a></span> </div> </div> </div> <h1 class="title">Study: Online Ad Value Spikes When Data Is Used to Boost Relevance</h1> <div id="primary-menu" class="primary-menu block"> <div id="primary-menu-inner" class="primary-menu-inner inner clearfix"> <ul class="menu sf-menu"><li class="leaf first dhtml-menu "><a href="/web/20150318004312/http://www.aboutads.info/home" title="THE SELF-REGULATORY PROGRAM FOR ONLINE BEHAVIORAL ADVERTISING" id="dhtml_menu-861">Home</a></li> <li class="leaf dhtml-menu "><a href="/web/20150318004312/http://www.aboutads.info/principles" title="" id="dhtml_menu-932">Principles</a></li> <li class="leaf dhtml-menu "><a href="/web/20150318004312/http://www.aboutads.info/consumers" title="For Consumers" id="dhtml_menu-864">Consumers</a></li> <li class="leaf dhtml-menu "><a href="/web/20150318004312/http://www.aboutads.info/participants" title="INFORMATION FOR INTERESTED COMPANIES" id="dhtml_menu-865">Companies</a></li> <li class="leaf dhtml-menu "><a href="/web/20150318004312/http://www.aboutads.info/participating" title="" id="dhtml_menu-934">Participants</a></li> <li class="leaf dhtml-menu "><a href="/web/20150318004312/http://www.aboutads.info/resources" title="" id="dhtml_menu-936">Resources</a></li> <li class="leaf dhtml-menu "><a href="/web/20150318004312/http://www.aboutads.info/news" title="" id="dhtml_menu-935">News & Media Resources</a></li> <li class="leaf dhtml-menu "><a href="/web/20150318004312/http://www.aboutads.info/blog" title="Blog" id="dhtml_menu-961">Blog</a></li> <li class="leaf dhtml-menu "><a href="/web/20150318004312/http://www.aboutads.info/enforcement" title="Enforcement of the Principles" id="dhtml_menu-114">Enforcement</a></li> <li class="leaf last dhtml-menu "><a href="/web/20150318004312/http://www.aboutads.info/contact-us" title="Contact Us" id="dhtml_menu-867">Contact</a></li> </ul></div> </div> </div> </div> </div>   <div id="main-wrapper" class="main-wrapper full-width"> <div id="main" class="main row grid16-16"> <div id="main-inner" class="main-inner inner clearfix">  <div id="main-group" class="main-group row nested grid16-16"> <div id="main-group-inner" class="main-group-inner inner"> <div id="main-content" class="main-content row nested"> <div id="main-content-inner" class="main-content-inner inner">  <div id="content-group" class="content-group row nested grid16-12"> <div id="content-group-inner" class="content-group-inner inner"> <div id="breadcrumbs" class="breadcrumbs block"> <div id="breadcrumbs-inner" class="breadcrumbs-inner inner clearfix"> <div class="breadcrumb"><a href="/web/20150318004312/http://www.aboutads.info/">Home</a></div></div> </div> <div id="content-region" class="content-region row nested"> <div id="content-region-inner" class="content-region-inner inner"> <a name="main-content-area" id="main-content-area"></a> <div id="content-inner" class="content-inner block"> <div id="content-inner-inner" class="content-inner-inner inner"> <div id="content-content" class="content-content"> <div id="node-204" class="node odd full-node node-type-page"> <div class="inner"> <div class="content clearfix"> <div class="field field-type-text field-field-common-body"> <div class="field-items"> <div class="field-item odd"> <p align="center"><span style="font-size:20px;"><strong>Study: Online Ad Value Spikes When Data<br/> Is Used to Boost Relevance</strong></span></p> <p align="center"><em>Ads with cookies are up to seven times more valuable, and smaller Web sites<br/> benefit disproportionately from the value those ads create</em></p> <p> 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, <a href="https://web.archive.org/web/20150318004312/http://www.aboutads.info/resource/fullvalueinfostudy.pdf">according to an economic study</a> 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.</p> <p> The study, conducted on behalf of the Digital Advertising Alliance (DAA), found that availability of cookies to facilitate information transfer increases the average impression price paid by advertisers by 60 percent to 200 percent.  Additionally, ads for which cookie-related information was available sold for three-to-seven times higher than ads without cookies.</p> <p>The full study is available at <a href="https://web.archive.org/web/20150318004312/http://www.aboutads.info/resource/fullvalueinfostudy.pdf">http://www.aboutads.info/resource/fullvalueinfostudy.pdf</a> .</p> <p>The study – which focuses specifically on the economic value generated by multiparty ad exchanges – also revealed that while online publishers of all sizes rely on external advertising exchanges and other third-party advertising technologies, smaller Web sites depend on them for a significantly greater portion of their advertising revenue.</p> <p>“The study vividly demonstrates how data and relevance, based on responsible data collection and use, are increasingly essential to the existence of a thriving, ad-supported Internet,” DAA Managing Director Lou Mastria said. “The added economic value generated by the conscientious use of data directly benefits consumers by sustaining innovative services and diverse content online. DAA will continue to work to ensure that as users continue to reap the great benefits of the ad-supported Internet, they do so while retaining choice and control over how and whether information is used whether on desktop or increasingly in mobile environments.”</p> <p>“Publishers of all sizes and advertisers rely on a multi-party ecosystem to deliver ads, while industry self-regulation addresses consumer privacy concerns by providing enhanced transparency and choice,” said DAA General Counsel Stuart Ingis.</p> <p>The study observed purchasing behavior for two online advertising exchanges with automated bidding, and tracked the value of ads sold through those services. It also presents data regarding the types of display advertising used by the top 4,000 publishers (by traffic rank).  It reveals that the top-ranked Web sites rely on third-party advertising technology models for a plurality of their ad delivery, and that “long tail” publishers are even more reliant, accounting for approximately two-thirds of their advertising activity.</p> <p>“Advertisers place tremendous value on consumer-related information, and pay a premium when information is available,” said Beales, a George Washington University professor and former director of the Federal Trade Commission’s Bureau of Consumer Protection. “Our research suggests that the dynamism and expansion of the online advertising marketplace is strongly linked to effective information exchange.”</p> <p>The study also focused on publishers’ usage of multiparty exchanges, and found a strong correlation between the size of Web sites and the extent to which they rely on external advertising services.</p> <p>“Publishers of all shapes and sizes rely on third-party advertising technologies,  but our research reveals that smaller publishers depended on it far more heavily than larger ones,” said Eisenach.  “Restricted information availability would clearly cause disproportionate harm to smaller web sites,” said Eisenach.</p> <p> </p> <p>Additional observations about the study from DAA Founders are available here:<br/> <a href="https://web.archive.org/web/20150318004312/https://www.aboutads.info/reactions-daa%E2%80%99s-founders-speaking-bealeseisenach-study">https://www.aboutads.info/reactions-das-founders-speaking-bealeseisenach-study</a></p> <p> </p> <p>Charts from the study illustrating highlighted findings are included here:</p> <div> <a href="https://web.archive.org/web/20150318004312/http://www.aboutads.info/resource/valueinfostudychart1.pdf"><b>Beales/Eisenach Study: Increase in Value Based on Cookie Availability</b></a></div> <div>  </div> <p><a href="https://web.archive.org/web/20150318004312/http://www.aboutads.info/resource/valueinfostudychart2.pdf"><b>Beales/Eisenach Study: Publisher Impressions Share for Third-Party Ad Technologies</b></a></p> <p> </p> <p><strong>About The DAA Self-Regulatory Program for Online Behavioral Advertising: </strong>The DAA Self-Regulatory Program (<a href="https://web.archive.org/web/20150318004312/http://www.youradchoices.com/">http://youradchoices.com</a>) for Online Behavioral Advertising was launched in 2010 by the Digital Advertising Alliance (DAA) (<a href="https://web.archive.org/web/20150318004312/http://www.aboutads.info/">http://aboutads.info</a>), a consortium of the nation's largest media and marketing associations including the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI). These associations and their thousands of members are committed to developing effective self-regulatory solutions to consumer choice for online data.</p> </div> </div> </div> </div> <br><br> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div id="sidebar-last" class="sidebar-last row nested grid16-4"> <div id="sidebar-last-inner" class="sidebar-last-inner inner clearfix"> <div id="block-block-4" class="block block-block odd first last grid16-4"> <div class="inner clearfix"> <div class="content clearfix"> <h6 class="rtecenter"> <a href="/web/20150318004312/http://www.aboutads.info/associations">Participating Associations</a></h6> <h6 class="rtecenter"> <a class="external" href="https://web.archive.org/web/20150318004312/http://www.aaaa.org/" title="View the AAAA Website"><img alt="AAAA Logo" src="//web.archive.org/web/20150318004312im_/http://d3e7pinuxo31f0.cloudfront.net/resource/image/template/logo_AAAA.gif"/></a> <a class="external" href="https://web.archive.org/web/20150318004312/http://www.aaf.org/" title="View the AAF Website"><img alt="AAF Logo" src="//web.archive.org/web/20150318004312im_/http://d3e7pinuxo31f0.cloudfront.net/resource/image/template/logo_AAF.gif"/></a> <a class="external" href="https://web.archive.org/web/20150318004312/http://www.ana.net/" title="View the ANA Website"><img alt="ANA Logo" src="//web.archive.org/web/20150318004312im_/http://d3e7pinuxo31f0.cloudfront.net/resource/image/template/logo_ANA.gif"/></a> <a class="external" href="https://web.archive.org/web/20150318004312/http://www.bbb.org/us/interest-based-advertising/consumers/" target="_blank" title="View the BBB Website"><img alt="BBB Logo" src="//web.archive.org/web/20150318004312im_/http://d3e7pinuxo31f0.cloudfront.net/resource/image/template/logo_BBB.gif"/></a> <a class="external" href="https://web.archive.org/web/20150318004312/http://www.the-dma.org/" title="View the DMA Website"><img alt="DMA Logo" src="//web.archive.org/web/20150318004312im_/http://d3e7pinuxo31f0.cloudfront.net/resource/download/logo/dma2.jpg" style="height: 58px; width: 130px;"/></a> <a class="external" href="https://web.archive.org/web/20150318004312/http://www.iab.net/" title="View the IAB Website"><img alt="IAB Logo" src="//web.archive.org/web/20150318004312im_/http://d3e7pinuxo31f0.cloudfront.net/resource/image/template/logo_IAB.gif"/></a> <a class="external" href="https://web.archive.org/web/20150318004312/http://www.networkadvertising.org/" title="View the NAI Website"><img alt="NAI Logo" src="//web.archive.org/web/20150318004312im_/http://d3e7pinuxo31f0.cloudfront.net/resource/image/template/logo_NAI.gif"/></a></h6> </div> </div> </div> </div> </div> </div> </div> <div id="postscript-top" class="postscript-top row nested "> <div id="postscript-top-inner" class="postscript-top-inner inner clearfix"> <div id="block-block-5" class="block block-block odd first grid16-8"> <div class="inner clearfix"> <div class="content clearfix"> <p> <a href="/web/20150318004312/http://www.aboutads.info/associations"><img alt="" src="//web.archive.org/web/20150318004312im_/http://d3e7pinuxo31f0.cloudfront.net/resource/download/logo/DAA_Logo_HiRes.jpg" style="width: 150px; height: 45px; "/></a></p> </div> </div> </div> <div id="block-block-2" class="block block-block even last grid16-8"> <div class="inner clearfix"> <div class="content clearfix"> <div id="spacer"> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div>   <div id="footer-wrapper" class="footer-wrapper full-width"> <div id="footer" class="footer row grid16-16"> <div id="footer-inner" class="footer-inner inner clearfix"> <div id="block-block-3" class="block block-block odd first last fusion-center fusion-center-content grid16-16"> <div class="inner clearfix"> <div class="content clearfix"> <p><a href="/web/20150318004312/http://www.aboutads.info/legal/">Legal</a> | <a href="/web/20150318004312/http://www.aboutads.info/privacy/">Privacy</a> <span>©</span> 2010 Digital Advertising Alliance – All rights reserved </p> </div> </div> </div> </div> </div> </div>  <div id="footer-message-wrapper" class="footer-message-wrapper full-width"> <div id="footer-message" class="footer-message row grid16-16"> <div id="footer-message-inner" class="footer-message-inner inner clearfix"> </div> </div> </div> </div> </div> <script type="text/javascript"> <![CDATA[//><!]]> </script> </body> </html>

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Study: Online Ad Value Spikes When Data Is Used to Boost Relevance | www.aboutads.info