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Reuters reports on big brands' dependence on targeted advertising and fears surrounding the effect do-not-track rules could have on business. L'Oreal, for example, has increased its ability to reach its ideal consumer by 168 percent, according to Nugg.ad, the company that performs its web tracking functions. "There is no way websites will survive without targeting," said a spokesman from the Internet Advertising Bureau. Nugg.ad says it is unclear how much revenue could be lost as a result of requiring users to grant explicit consent in order to be tracked, but it could definitely hurt business.
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