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You don’t need to pay any engineers to get behavioral tracking for your ads. This feature is provided by an ad network like Google, the publisher (like WSJ) jus
by marcell 7y ago
You don’t need to pay any engineers to get behavioral tracking for your ads. This feature is provided by an ad network like Google, the publisher (like WSJ) just enables it. Google sees 4% across their entire revenue, so it’s definitely worth it for them.
- godelski 7y ago> This feature is provided by an ad network like Google > You don’t need to pay any engineers to get behavioral tracking for your ads. Google doesn't need to pay any engineers?
- pm90 7y ago> Google sees 4% across their entire revenue This is important. Its cost effective for _Google_ to pay big bucks for engineering labor since their network is used so widely. Its not cost effective for WSJ to do so.
- lern_too_spel 7y agoEven the paper says that the adtech companies themselves make way more than 4% more for behaviorally targeted ads. The paper's claim is that publishers get only 4% more revenue per impression, but they don't have to do anything to get that 4% more anyway.