Publishers get roughly 4% more revenue for an ad impression that is cookie-enabled – or personalized – versus one that isn’t, according to a recent study by researchers at Carnegie Mellon University, University of Minnesota, and University of California, Irvine. That’s not much. And while the sample was limited – they only reviewed ads for one “large U.S. media company over the course of one week” – it highlights a question publishers have been grappling with for a long time: Is cookie-based ad targeting worth it? Given the mounting costs of investing in data technology, reputation issues (the “creepy factor”), and regulations like GDPR and CCPA that challenge behavioral ad targeting, the study’s findings suggest that the benefit is minimal. However, as I see it, publishers are focusing on the wrong issue.
Two Sides are excited to announce its newest member, the Marketing Agency, Edit, part of the Kin and Carta plc.
Edit are a bunch of talented data scientists, media experts, and technology architects who create marketing that matters by obsessing about less. They provide print media to their clients around the world, with a focus on accurately targeting the right audience, with the right message, at the right time.
“Edit is delighted to become a member. We look forward to working with Two Sides to promote the sustainable story of print media and enhance our own sustainability story,” says Head of Media Solutions, Sarah Burns.
When it comes to communication, whether it is electronic or traditional mediums, consumers must be informed about the environmental impact of those activities.
Messages such as “Go Green, Go Paperless” are common these days as so many organisations encourage their customers to switch to electronic communications. These sorts of messages give the impression that electronic communication is more environmentally friendly than traditional, paper-based communications. But it is difficult to make such statements without considering the full lifetime of those different mediums.
“Our partnership with Edit will help us share the great sustainable story print and paper has to tell, to a sector that must be informed about the environmental merits of print media. Welcoming new members on board is always a pleasure and we look forward to working with Edit,” says Jonathan Tame, Managing Director of Two Sides UK.