The economics of advertising and privacy
Author(s)Tucker, Catherine Elizabeth
MetadataShow full item record
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.
DepartmentSloan School of Management
International Journal of Industrial Organization
Tucker, Catherine E. “The Economics of Advertising and Privacy.” International Journal of Industrial Organization 30, no. 3 (May 2012): 326–329.
Author's final manuscript