Advertisers are willing to pay three times more for cookie-based ads, and as much as seven times more per impression if the cookie is 90-days old, according to a study by Navigant Economics for the Digital Advertising Alliance. The study also noted that legislation ending these ads would hurt small sites and push more content behind pay walls. "This shows interest-based advertising is the workhorse for subsidizing content on the Internet," said DAA Managing Director Lou Mastria.

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