The economics of advertising and privacy

By Catherine E. Tucker. 2012

190 citations recorded by the source corpus.

One of the new realities of advertising is that personal information can be used to ensure that advertising is only shown and designed for a select group of consumers who stand to gain most from this information. However, to gather the data used for targeting requires some degree of privacy intrusion by advertisers. This sets up a tradeoff between the informativeness of advertising and the degree of privacy intrusion. This paper summarizes recent empirical research that illuminates this tradeoff.

Subfields: Marketing, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/3b2fc3f083b91524af0c8a15e723f72acba8b869

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Citations in the corpus

Privacy for All: Ensuring Fair and Equitable Privacy Protections (2018, background): “For example, online personalization can improve the relevance of product recommendations and advertising, thereby reducing the number of irrelevant ads a customer sees, but requires data on customer behavior and preferences Chellappa and Sin (2005); Tucker (2012).”
The Economics of Privacy (2016, background): “On one hand, granular personal data may be used to provide increasingly targeted services and to ensure that advertising is shown only to those consumers who stand to gain most from it (Tucker, 2012).”
Social Networks, Personalized Advertising, and Privacy Controls (2013, unknown): “[19, 40]).”