'In May 2018, as the European Union’s landmark privacy law, the General Data Protection Regulation, went into effect, the main Dutch public broadcaster set in motion a grand experiment. The leadership at Nederlandse Publieke Omroep—essentially the BBC of the Netherlands—interpreted the law strictly, deciding that visitors to any of its websites would now be prompted to opt in or out of cookies, the tracking technology that enables personalized ads based on someone’s browsing history. And, unlike with most companies, who assume that anyone who skips past a privacy notice is OK with tracking, any NPO visitor who clicked past the obtrusive consent screen without making a choice would be opted out by default. The results weren’t terribly surprising: 90 percent of users opted out. Here is where the ad tech industry would have predicted calamity. A study performed by Google last year, for example, concluded that disabling cookies reduced publisher revenue by more than 50 percent. (Research by an independent team of economists, however, pegged the cookie premium at only 4 percent. Needless to say, there were methodological differences.) If the Google study was right, then NPO should have been heading for financial disaster. The opposite turned out to be true. Instead, the company found that ads served to users who opted out of cookies were bringing in as much or more money as ads served to users who opted in. The results were so strong that as of January 2020, NPO simply got rid of advertising cookies altogether. And rather than decline, its digital revenue is dramatically up, even after the economic shock of the coronavirus pandemic.' -- source: https://www.wired.com/story/can-killing-cookies-save-journalism/ Cheers, Peter -- Peter Reutemann Dept. of Computer Science University of Waikato, NZ +64 (7) 858-5174 http://www.cms.waikato.ac.nz/~fracpete/ http://www.data-mining.co.nz/