The economics of advertising and privacy

Catherine Tucker

International Journal of Industrial Organization, 2012, vol. 30, issue 3, 326-329

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.

Keywords: Privacy; Online advertising; Targeting (search for similar items in EconPapers)
JEL-codes: L1 M3 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (64)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:indorg:v:30:y:2012:i:3:p:326-329

DOI: 10.1016/j.ijindorg.2011.11.004

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