But why would that change if the advertising were contextual instead of behavioural? The brokers wouldn’t change, just the algorithm that decides which ad to show.
I’m no expert on online advertising but I suspect that sites that use behavioural ads because they don’t have relevant content for the current page view would lose that revenue since they’d have to show blank boxes (or house ads) instead. A loss is easier to absorb for big sites
it really comes down to the extent to which profile based behavioural advertising, which definitely benefits those with massive amounts of data on an individual, is better than contextual. Anecdotally I’ve seen things that suggest it’s not all that. 1/2
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# Liked by Erin McKean on Friday, December 4th, 2020 at 12:33am