Online advertising, behavioral targeting, and privacy

@article{Goldfarb2011OnlineAB,
  title={Online advertising, behavioral targeting, and privacy},
  author={Avi Goldfarb and Catherine Tucker},
  journal={Communications of the ACM},
  year={2011},
  volume={54},
  pages={25 - 27}
}
Studying how privacy regulation might impact economic activity on the advertising-supported Internet. 

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References

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Online Display Advertising: Targeting and Obtrusiveness
TLDR
It is found that matching an ad to website content and increasing an ad's obtrusiveness independently increase purchase intent, however, in combination, these two strategies are ineffective. Expand
Privacy Regulation and Online Advertising
TLDR
It is found that, on average, display advertising became far less effective at changing stated purchase intent after the EU laws were enacted, relative to display advertising in other countries. Expand
Avi Goldfarb (agoldfarb@rotman.utoronto.ca) is an associate professor of Marketing in the rotman School of Management at the university of Toronto