A study from the Digital Advertising Alliance found that advertisers will pay 3x more for cookie-based ads and 7x more if the cookie is 90 days old. Amidst White House efforts to review privacy implications of Big Data this week, groups like the IAB and DAA are hoping these numbers will position advertising as the lifeblood of the internet. For instance, 60% of small websites ad revenue comes from interest-based ads. Yet, the industry will need to do a better job of being transparent and educating the public on data and targeting if they want to maintain consumer trust. Companies like Enliken are already doing that, providing a service to ad networks and brands which makes it easy for the public to see which consumer segments they have been categorized in.