Privacy-Centric Digital Advertising: Implications for Research

Garrett Johnson (), Julian Runge () and Eric Seufert ()
Additional contact information
Garrett Johnson: Boston University
Julian Runge: Duke University
Eric Seufert: Mobile Dev Memo

Customer Needs and Solutions, 2022, vol. 9, issue 1, No 4, 49-54

Abstract: Abstract Yesterday’s digital advertising relied on cross-website and cross-app user identity to measure, target, and optimize ads. Spurred by regulatory pressure, today’s digital advertising is evolving to become more privacy-protective. Apple and Google are leading this movement by sunsetting old technologies and building more privacy-centric alternatives. Marketing academics and practitioners, in turn, must learn to adapt to this new reality. We outline these new advertising approaches and their implications for advertising strategy, targeting, and measurement. We propose key questions and an agenda for researchers to help shape the privacy-centric future of digital advertising.

Keywords: Privacy; Digital advertising; Advertising measurement; Targeting (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s40547-022-00125-4

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