Harvard Business School Professor John Deighton published an IAB report to provide a more precise overview of the economic and social benefits of cross-publisher Common IDs. The report provides an understanding of how:
- cross-domain measurement works to circulate data and affect privacy
- data circulation benefits the U.S. economy
- the publishing industry uses data to shape the ratio of free ad-supported content to subscription content
- tracking affects aspects of the consumer web experience, beyond cost
- targeted advertising reduces inventory waste
- economic power would concentrate in the hands of the largest technology companies because of the scale of their data collection
- loss of granular cross-domain measurement would produce quantifiable revenue losses to independent publishers and their supporting technology infrastructure