A new study by Boston University researchers looked at how removing internet cookies affects online ads and the wider web. The team analysed many ad impressions worldwide and used data from ad manager Raptive.
They also examined a Google experiment that split Chrome users into three groups: cookies enabled, cookies disabled, or cookies replaced by Privacy Sandbox. The researchers found that removing third-party cookies greatly reduced publisher ad revenue, and the effect was stronger in the European Union. Privacy Sandbox recovered only a small share of lost revenue.
The authors say less cookie data would lower ad effectiveness and hurt the revenue that supports parts of the open web. In response, websites use paywalls, require log-ins, or sell subscriptions.
Difficult words
- cookie — small data files websites store on devicescookies
- impression — one view of an online advertisementad impressions
- publisher — organization that creates or runs websitespublisher ad revenue
- revenue — money a website or company gets from salespublisher ad revenue, lost revenue, the revenue
- effectiveness — how well something works or succeedsad effectiveness
- paywall — website tool that blocks free accesspaywalls
- subscription — paid access you get regularlysubscriptions
Tip: hover, focus or tap highlighted words in the article to see quick definitions while you read or listen.
Discussion questions
- Would you pay for a website subscription to read articles? Why or why not?
- Which option would you prefer: a paywall, logging in, or paying a subscription? Why?
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