Digital ad effectiveness: When the cookie crumbles

Gian Fulgoni with Andrea Vollman

The great promise of the internet as a digital advertising platform was that ads would reach their desired audience through pin-point targeting.

Digital ad effectiveness: When the cookie crumbles

Gian Fulgoni with Andrea VollmancomScore

High cookie deletion rates cause an ad to be delivered to the same user many times, skewing reach and frequency metrics.

With the rising popularity of social media and online video, along with the growing adoption of smartphones and other connected devices, the internet continues to consume an increasing amount of time in the daily lives of millions of consumers. For brands around the globe, the internet has also emerged as a significant advertising channel. Consider that the Internet Advertising Bureau (IAB) reported that UK online ad...

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