Modeling the Clickstream: Implications for Web-Based Advertising Efforts
Marketing Science
Marketing Research: An Applied Orientation and SPSS 14.0 Student CD (5th Edition)
Marketing Research: An Applied Orientation and SPSS 14.0 Student CD (5th Edition)
Conditioning Prices on Purchase History
Marketing Science
Marketing Research With Spss 14.0
Marketing Research With Spss 14.0
Online Display Advertising: Targeting and Obtrusiveness
Marketing Science
Online advertising, behavioral targeting, and privacy
Communications of the ACM
Hide and Seek: Costly Consumer Privacy in a Market with Repeat Purchases
Marketing Science
Detecting and defending against third-party tracking on the web
NSDI'12 Proceedings of the 9th USENIX conference on Networked Systems Design and Implementation
Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy
Three findings regarding privacy online
Proceedings of the sixth ACM international conference on Web search and data mining
The Effects of Rewarding User Engagement: The Case of Facebook Apps
Information Systems Research
Semantic pervasive advertising
RR'13 Proceedings of the 7th international conference on Web Reasoning and Rule Systems
Privacy intrusiveness and web audiences: Empirical evidence
Telecommunications Policy
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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 (EU) has influenced advertising effectiveness. This privacy regulation restricted advertisers' ability to collect data on Web users in order to target ad campaigns. We find 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. The loss in effectiveness was more pronounced for websites that had general content (such as news sites), where non-data-driven targeting is particularly hard to do. The loss of effectiveness was also more pronounced for ads with a smaller presence on the webpage and for ads that did not have additional interactive, video, or audio features. This paper was accepted by Pradeep Chintagunta, marketing.