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The value of targeting depends on the price of media and the quality of the match residual set. [...] Aziz and Telang (2016) estimate the value of a cookie on purchase propensities in re-targeting and Goldfarb and Tucker (2011) estimate the impact of the e-Privacy Directive on survey-based measures of advertising response. [...] In this example, and as we shall see more generally, the overall impact of ITP is negligible and not significantly different from zero apart from the first specification, where the introduction of ITP reduced the price of Safari ads by 2%. [...] The table presents estimates of τ , the average treatment effect on the treated for two markets: Great Britain and the US and all versions of ITP. [...] The table presents estimates of τ , the average treatment effect on the treated for two markets: Great Britain and the US and all versions of ITP.