Privacy Regulation and Online Advertising

  title={Privacy Regulation and Online Advertising},
  author={Avi Goldfarb and Catherine Tucker},
  journal={Management Science},
Advertisers use online customer data to target their marketing appeals. This has heightened consumers’ privacy concerns, leading governments to pass laws designed to protect consumer privacy by restricting the use of data and by restricting online tracking techniques used by websites. We use the responses of 3.3 million survey-takers who had been randomly exposed to 9,596 online display (banner) advertising campaigns to explore how privacy regulation in the European Union has influenced… CONTINUE READING
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