What do publishers gain from behavioral ad targeting? Not much, researchers say

All the tracking justified by 4 percent increase in ad success. We should push against it.

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4% though could be argued as successful. If you are the company increasing their revenue by 4% and your competitors are not, this 4% could swing the tide to being on top.3% or 4% is the magic number in many fields that causes the consumer to cross the chasm.