A study conducted by marketing professors concludes that even moderate regulation impacts the effectiveness of ad targeting, reports MediaPost News. The study explored European participants' intent to purchase and compared the results with similar studies carried out in non-EU countries, concluding that online ad effectiveness in Europe is lower by more than 65 percent due to more stringent online privacy laws, the researchers say. Another academic suggests the findings may be due to greater consumer awareness in the EU about targeted ads rather than the regulations.
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