Europe’s privacy laws affect ad effectiveness

Online Media Daily looked at the study that showed how effective Europe’s online privacy laws are in response to the effectiveness of banner ads on webpages. In Europe, a data protection law states that companies are not allowed to track users via web bugs and cookies unless they have consent from the user. While this can allow webpages to tailor the ads to the user in the US, it can not be done in Europe. This dramatically affected the effectiveness of online advertising between the US and Europe, decreasing effectiveness up to 65%. Read the full article here.