A model of advertiser - portal contracts: Personalization strategies under privacy concerns

@article{Chellappa2006AMO,
  title={A model of advertiser - portal contracts: Personalization strategies under privacy concerns},
  author={Ramnath K. Chellappa and Shivendu Shivendu},
  journal={Information Technology and Management},
  year={2006},
  volume={7},
  pages={7-19}
}
Online portals provide personalization for “free” since the information acquired from consumers’ usage of these services is valuable for advertising and targeted marketing purposes. Consumers’ usage of services is determined by the tradeoff between their marginal value for personalized services and the resulting information privacy concerns and is captured… CONTINUE READING