The economics of advertising and privacy
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Tucker_Economics of advertising.pdf
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156.97 KB
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Adobe PDF
Checksum (MD5)
337408f09dd7d2dd16aa26cc0c020268
Author(s)
Tucker, Catherine Elizabeth
Date Issued
January 2012
Journal
International Journal of Industrial Organization
Publisher
Elsevier
Citation
Tucker, Catherine E. “The Economics of Advertising and Privacy.” International Journal of Industrial Organization 30, no. 3 (May 2012): 326–329.
Version
Author's final manuscript
Abstract
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.
MIT Department
Sloan School of Management
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Creative Commons Attribution
Persistent DSpace Link
DOI of Published Version
https://doi.org/10.1016/j.ijindorg.2011.11.004
