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[stockvaper]

This note presents lessons for all publishers based on six months of data from Dutch publisher NPO, after it removed 3rd party tracking.

Additional revenue data from the Dutch publisher NPO reveals the real-world impact on the revenues of websites of various sizes of removing 3rd party adtech and tracking.

As a previous note outlined, NPO removed third party tracking from its websites at the start of 2020, and sold advertising exclusively by using contextual targeting. The previous note revealed that NPO and its sales house, Ster, enjoyed a leap in revenue as a result.

This update adds the month of June 2020, allowing a six month view of the publisher’s revenue increase, and slightly updates and increases the previously published figures for the first five months of 2020.