Behavioral ad targeting not paying off for publishers. In one of the first studies of the impacts of behaviorally targeted advertising on publishers’ revenue, researchers suggest publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t.

See the source article by following the link below:
Behavioral ad targeting not paying off for publishers. In one of the first studies of the impacts of behaviorally targeted advertising on publishers’ revenue, researchers suggest publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t.