Advertisers Pay 3 Times More for Cookie-Based Ads

But will consumer privacy regulation alter the landscape?

A new study from the Digital Advertising Alliance found that advertisers will pay a substantially higher premium for interest-based ads. While that may not seem so surprising, the study, to be unveiled late Monday during the Interactive Advertising Bureau's annual leadership meeting in Palm Desert, Calif., represents the first time the advertising industry has put hard data behind the premise that online behavioral advertising is the financial engine of the free and open Internet.