Consumer Privacy Choice in Online Advertising: Who Opts Out and at What Cost to Industry?

Garrett Johnson; Scott K. Shriver; Shaoyin Du

doi:10.1287/mksc.2019.1198

Consumer Privacy Choice in Online Advertising: Who Opts Out and at What Cost to Industry?

Garrett Johnson¹; Scott K. Shriver²; Shaoyin Du³

¹ Questrom School of Business, Boston University, Boston, Massachusetts 02215; · ² Leeds School of Business, University of Colorado Boulder, Boulder, Colorado 80309 · ³ Simon Business School, University of Rochester, Rochester, New York 14620

Marketing Science 2020

This paper studies consumers’ revealed privacy choice in online display advertising using real-world transaction data from an ad exchange.

DOI: 10.1287/mksc.2019.1198
Volume: 39 (1)
Pages: 33-51
Language: en
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