Study on behavioral ad targeting finds that publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn't (Keach Hagey/Wall Street Journal)

Keach Hagey / Wall Street Journal:
Study on behavioral ad targeting finds that publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn't  —  Finding could affect where publishers line up in brewing privacy battles  —  Are creepy advertisements really necessary to support the free web?