- A study from Digital Advertising Alliance has shown that advertisers pay three times more per-impression for cookie-based ads.
- Advertisers will pay seven times more if the cookie is over 90 days old.
- The Digital Advertising Alliance will present the study at the IAB's annual leadership conference this week.
The idea that advertisers place a much higher value on interest-based, cookie fueled ads is no secret, but this is the first time the industry has some hard data to back it up. Having some data-backed proof that cookie-based ads are valuable to advertisers could be a key point in the free and open Internet debate. The White House is meeting this week to discuss privacy concerns about big data collection. Internet publishers and advertisers that want to stay self-regulated now have another study in their arsenal to debate the issue.