The benefits of targeting are clear, for both advertisers and publishers. As seen below, more than 60% of agencies were able to increase their clients’ online display ad spending budget as a result of audience targeting.
Publishers benefit from higher CPMs, better performance, and more, as seen in this chart:
Agencies, advertisers and publishers are all concerned about the looming possibility of targeting-related legislation. eMarketer found that the majority of advertisers and publishers, and about one-half of agencies, believe the most effective way to protect consumer privacy is through industry self-regulation. However, many of these advertisers and publishers were unfamiliar with the self-regulatory initiatives already begun by the IAB. Although they know what is at risk if the government takes control of regulation, it is clear that some are still hesitant to take the initiative themselves.
For more on targeting and consumer privacy, check out these posts, and visit the Online with CPX section of our blog. CPX COO & President, Rob Rasko, discussed these issues in video interviews with some of the foremost industry execs at the IAB Leadership Meeting earlier this year.
By Samantha Karol, Senior Marketing Assistant
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