The Digital Advertising Alliance (DAA) has just announced a new economic study showing that advertising that uses cookie technology to increase relevance by leveraging consumers’ information generates significantly greater economic value than advertising without cookies. The report, by Professors Howard Beales and Jeffrey Eisenach of Navigant Economics, has important implications for publishers, ad technology firms, agencies, advertisers, consumers and policy makers.
The study, conducted on behalf of the 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.
“This study demonstrates that the real value of data is in its exchange across the data-driven marketing economy, as identified in a recent DMA ‘Value of Data’ academic study,” said Linda Woolley, DMA’s president and CEO. “The DAA’s new report provides powerful confirmation of the tremendous value of marketing data to consumers, advertisers and the global Internet ecosystem. It highlights the importance of ensuring that data-driven marketing models continue to include ubiquitous transparency and user choice.”
The full study is available at http://www.aboutads.info/resource/fullvalueinfostudy.pdf .
The full text of DAA’s announcement is available at http://www.aboutads.info/news.