New research on publisher data is suggesting that tracking ads used on publisher websites do only the bare minimum while creating a huge privacy issue for the users.
Lobbying for tracking ads
Advertising industry lobbyists suggest publishers use track whenever it is necessary. The method is very popular amongst publishers that publish free content for the users. The advertising experts suggest that doing so is crucial for such publishers, even though it compromises user privacy.
A large number of publishers are working with advertisers to collect personal information about users who visit their sites. Ad companies follow users around on the internet and then use that data to create detailed user profiles. Once created, advertisers use these profiles to create interest-based ads according to the user’s interests.
Now, new research based on publisher data suggests that these ads bring only 4% more revenue to the users or just $0.00008 per ad compared to context-based ads. With such small margins, it may not be worthwhile to go long distances in creating intensive tracking techniques to bring interest-based ads to users.
What does research suggest?
Researchers, Alessandro Acquisti, Veronica Marotta, and Vibhanshu Abhishek used datasets from large media companies (unidentified) that operate multiple websites on varying audience sizes and scales. The report findings also reiterate doubts about the effectiveness of tracking ads for publishers. A similar doubt was raised by The Guardian in 2016 when their staff bought ads in their own newspaper. They found that only about 30% of the amount spent reached the newspaper.
Earlier research by the same researchers suggested that advertisers can pay a 500% premium for targeted ads as compared to contextual ads. The publishers get only 4% of the amount, while the rest is soaked up by intermediary adtech companies like Google and Apple, which operate the ad targeting infrastructure.
This study shows that while the adtech industry is profiting from these practices, publishers are left scratching their heads to engage in digital transformation. As the tracking system isn’t doing much for the publishers, they can finally think about choosing new practices that are less intrusive and do not compromise user privacy.
A majority of online ads are sold via real-time bidding (RTB) auctions that happen within microseconds of a user clicking on a link. The system is under regulatory scrutiny in Europe owing to the complaints against the system. Over 90% of the ads studied in this research followed the RTB system of auctions.
Trusted & Regulated Stock & CFD Brokers
What we like
- 0% Fees on Stocks
- 5000+ Stocks, ETFs and other Markets
- Accepts Paypal Deposits
Min Deposit
$200
Charge per Trade
Zero Commission on real stocks
64 traders signed up today
Visit Now67% of retail investor accounts lose money when trading CFDs with this provider. You should consider whether you can afford to take the high risk of losing your money.
Available Assets
- Total Number of Stocks & Shares5000+
- US Stocks
- German Stocks
- UK Stocks
- European
- ETF Stocks
- IPO
- Funds
- Bonds
- Options
- Futures
- CFDs
- Crypto
Charge per Trade
- FTSE 100 Zero Commission
- NASDAQ Zero Commission
- DAX Zero Commission
- Facebook Zero Commission
- Alphabet Zero Commission
- Tesla Zero Commission
- Apple Zero Commission
- Microsoft Zero Commission
Deposit Method
- Wire Transfer
- Credit Cards
- Bank Account
- Paypall
- Skrill
- Neteller
What we like
- Sign up today and get $5 free
- Fractals Available
- Paypal Available
Min Deposit
$0
Charge per Trade
$1 to $9 PCM
Visit Now
Investing in financial markets carries risk, you have the potential to lose your total investment.
Available Assets
- Total Number of Shares999
- US Stocks
- German Stocks
- UK Stocks
- European Stocks
- EFTs
- IPOs
- Funds
- Bonds
- Options
- Futures
- CFDs
- Crypto
Charge per Trade
- FTSE 100 $1 - $9 per month
- NASDAQ $1 - $9 per month
- DAX $1 - $9 per month
- Facebook $1 - $9 per month
- Alphabet $1 - $9 per month
- Telsa $1 - $9 per month
- Apple $1 - $9 per month
- Microsoft $1 - $9 per month
Deposit Method
- Wire Transfer
- Credit Cards
- Bank Account
Share
