Summary #1182

Dutch national broadcaster saw ad revenue rise when it stopped tracking users. It's meant to work like that, right?

theregister.com
  • After switching from tracking-based ads to contextual ads, Dutch media company NPO saw an increase in ad revenue.
  • They switched in January, and since then the increase (monthly, over last year’s results from the same months) was - 61%, 76%, 18%, 8%, and 19%.
  • Additionally, NPO introduced a consent form that allowed users to reject 3rd party tracking, and 90% of visitors rejected it.
  • A big issue with targeted ads is real-time bidding (RTB), it forces publishers to give a cut of revenue to ad agencies - one expert calls it a cancer that’s eating the media.
  • Contextual ads are simply keyword-related ads (ie if you read about cars, you get car ads), they don’t track users, and they allow publishers to keep more profits.

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