>STER says that non-personalised ads are "just as effective", measured by number of clicks an ad attracts, though the click-through is not a complete analysis of effectiveness.

The fight against Google and Facebook (and soon Amazon) is still strong in the trenches.

How to fight the massive data hoarders that have no competition, and have their data locked down so no publisher can access it? Well you try to dismiss the value of data.

Then they make the mistake of evaluating the effectiveness of ads by the number of clicks and CTR... yeah... big red flag there.

It's easy to see a publisher get more money out by cutting out players in the value chain, and probably dropping the bidding of their inventory (doesn't matter if it's on cpm or cpc).

The problem always ends up with the inventory left out to be monetized, greed is a hell of a thing...