Rejoinder---Implications of “Online Display Advertising: Targeting and Obtrusiveness”

Authors:
Avi Goldfarb;Catherine Tucker
Affiliations:
Rotman School of Management, University of Toronto, Toronto, Ontario M5S 3E6, Canada;MIT Sloan School of Management, Cambridge, Massachusetts 02142
Venue:
Marketing Science
Year:
2011

Citing 4
Cited 1

Privacy Regulation and Online Advertising

Management Science
Online Display Advertising: Targeting and Obtrusiveness

Marketing Science
Commentary---When Is Less More, and How Much More? Thoughts on the Psychological and Economic Implications of Online Targeting and Obtrusiveness

Marketing Science
Commentary---Discussion of “Online Display Advertising: Targeting and Obtrusiveness” by Avi Goldfarb and Catherine Tucker

Marketing Science

The influence of banner placement and navigation style on the recognition of advertisement banners

Proceedings of the 7th Nordic Conference on Human-Computer Interaction: Making Sense Through Design

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Abstract

The commentaries on our work suggest several broader implications of our findings as well as a concern that we understate the size of the effect. In this rejoinder, we discuss our views on the regulatory implications, the implications for firm strategies, and the implications for our understanding of the underlying behavioral processes. We also acknowledge that our original calculation of $464 million in cost savings for industry is conservative. We conclude with a call for “privacy engineering” research that combines computer science tools with an understanding of consumer behavior and economics to improve marketing and economic outcomes while safeguarding consumer privacy.