Tagged: study

Marketing Professor Garrett Johnson Wants You To Know That Cookies Increase Ad Revenue

Cookies increase ad prices by a factor of two to three, according to the majority of research – a fact that marketing professor Garrett Johnson wants front and center as the industry weighs decisions about the cookie’s future. So he’s taken to Twitter, chiming in on topics like Google’s recent study that showed a 52% reduction in publisher revenue when cookies were removed. Read More: adexchanger.com

“This paper should finally stop climate change deniers.”

SCIENTIFIC CONSENSUS ON HUMANS CAUSING GLOBAL WARMING PASSES 99%: The scientific consensus that humans are causing global warming is likely to have passed 99%, according to the lead author of the most authoritative study on the subject, and could rise further after separate research that clears up some of the remaining doubts. Previous studies have shown near unanimity among climate scientists that human factors – car exhausts, factory chimneys, forest clearance and other sources of greenhouse gases – are responsible for the exceptional level of global warming. Read More: www.theguardian.com

Does Behavioral Targeting Make Publishers More Money?

Does behavioral targeting make publishers more money? That’s a huge question with many potential ramifications, most significantly the conversations about government regulation of user tracking. There has been tremendous change in the industry over the last three years, including Safari’s Intelligent Tracking Prevention, the EU’s General Data Protection Regulation, the migration to first-price auctions, overall programmatic growth of more than 50%, the rise of header bidding, exchange bidding and countless other shifts that impact cookies, targeting and demand. Read More: adexchanger.com

Personalization isn’t simple or easy.

MARKETERS GAIN BENEFITS FROM PERSONALIZATION, BUT RATE PERFORMANCE POORLY: In last year’s study, around one-quarter of marketers claimed to be using machine learning or algorithmic personalization. These marketers are more likely than others to report higher performance – while 58% of all respondents say that personalization has lifted performance by 10% or more, the figure among marketers using machine-learning personalization is 77%. This success may be a reason why senior leadership is keen to put advanced technology high on their list when it comes to improving performance. Read More: www.marketingcharts.com

Why Ott Desperately Needs A Measurement Standard Everyone Can Agree On

The confusion around measurement makes the entire OTT ecosystem a giant puzzle for marketers, and the fear is that the end result will be to drive them away from OTT. That’s unfortunate because with over $15 billion being spent on original programming, there are going to be a whole lot of people watching. Read More: www.forbes.com