Online advertising networks and consumer perceptions of privacy

Steven Schmeiser

Applied Economics Letters, 2018, vol. 25, issue 11, 776-780

Abstract: I use crowd-sourced ratings of website trustworthiness to investigate how consumers weigh the privacy impact of online advertising technologies. I find that using one additional advertising network is associated with a 0.7% increase in trust score and that using a behavioural network is associated with a 4.6% increase in trust score. These counter-intuitive results support the notion that consumers are unaware of the advertising technologies used by websites and their impact on privacy.

Date: 2018
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DOI: 10.1080/13504851.2017.1366634

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