Despite targeted behavioural advertising largely replacing non-targeted display ads, revenue for advertisers has only increased 4%, according to research by the universities of Minnesota, California Irvine and Google. The paper said, however, that the increase is not entirely reflective of targeted ads' ability to generate revenue, as the figures take account of the cost to publishers of privacy compliance.
Despite targeted behavioural advertising largely replacing non-targeted display ads, revenue for advertisers has only increased 4%, according to research by the universities of Minnesota, California Irvine and Carnegie Mellon. The paper said, however, that the increase is not entirely reflective of targeted ads' ability to generate revenue, as the figures take account of the cost to publishers of privacy compliance.