The Effect of Privacy Regulation on the Data Industry

Aridor, Guy; Che, Yeon‐Koo; Salz, Tobias

doi:10.1145/3465456.3467543

Cited by 6 publications

(6 citation statements)

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“…Our analysis shows that for the focal publisher (that uses a pay-per-click model, has capacities to use both user personal information and web page context for advertising, and has relatively high consent rates), there are moderate decreases in ad performance, bid prices, and ad revenue. The impact is below the industry's drastic predictions (Deloitte 2013) but is consistent with contemporary GDPR literature (e.g., Aridor, Che, and Salz 2021; Goldberg, Johnson, and Shriver 2022; Schmitt, Miller, and Skiera 2022). Several factors may be related to the modest effect size.…”

Section: Discussionsupporting

confidence: 88%

“…The magnitude of the decrement in all of the ad metrics is modest, which may be related to the high consent rate. It is consistent with contemporary GDPR literature (e.g., Aridor, Che, and Salz 2021; Goldberg, Johnson, and Shriver 2022; Schmitt, Miller, and Skiera 2022), which also finds modest impact from the GDPR.…”

Section: Main Effect Modelsupporting

confidence: 91%

“…Using data from an anonymous intermediary, Aridor, Che, and Salz (2021) examine the impact of GDPR consent on keyword-based search ads in the travel industry. They find that GDPR consent reduces the number of clicks of keyword-based search ads and that its impact on the overall revenue for advertisers and websites is negative but not statistically significant.…”

Section: Literature Reviewmentioning

confidence: 99%

“…In contrast to most GDPR research that uses data collected by intermediaries from multiple publishers (e.g., Aridor, Che, and Salz 2021; Goldberg, Johnson, and Shriver 2022; see Table 1 for a comparison), our data come from a single publisher. This setting has advantages in several respects.…”

mentioning

confidence: 99%

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The Early Impact of GDPR Compliance on Display Advertising: The Case of an Ad Publisher

Wang¹,

Jiang²,

Yang³

2023

Journal of Marketing Research

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The European Union (EU)’s General Data Protection Regulation (GDPR), with its explicit consent requirement, may restrict the use of personal data and shake the foundations of online advertising. The ad industry predicted drastic loss of revenue from GDPR compliance and has been seeking alternative ways of targeting. Taking advantage of an event created by an ad publisher’s request for explicit consent from users with EU IP addresses, the authors find that for a publisher that uses a pay-per-click model, has the capacity to leverage both user behavior and webpage content information for advertising, and observes high consent rates, GDPR compliance leads to modest negative effects on ad performance, bid prices, and ad revenue. The changes in ad metrics can be explained by temporal variations in consent rates. The impact is most pronounced for travel and financial services advertisers and least pronounced for retail and consumer packaged goods advertisers. The authors further find that webpage context can compensate for the loss of access to users’ personal data, as the GDPR’s negative impact is less pronounced when ads are posted on webpages presenting relevant content. The results suggest that publishers and advertisers should leverage webpage-content-based targeting in a post-GDPR world.

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Section: Discussionsupporting

confidence: 88%

Section: Main Effect Modelsupporting

confidence: 91%

Section: Literature Reviewmentioning

confidence: 99%

mentioning

confidence: 99%

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The Early Impact of GDPR Compliance on Display Advertising: The Case of an Ad Publisher

Wang¹,

Jiang²,

Yang³

2023

Journal of Marketing Research

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“…Global regulatory frameworks mandate customer control through a variety of means (Xu et al 2012). A notable mechanism involves customers’ ability to exercise restrictive controls or opt-out of (or opt-in to) certain data practices (Aridor et al, 2021; Johnson, Shriver et al, 2020). The Federal Trade Commission (FTC) has long embraced a notice and choice model for personal information protection (Ohlhausen 2014), which includes both transparency (notice) and control (choice) as features of the restrictive dimension of control (Cranor 2012).…”

Section: Data Privacy Regulation At the Service Frontlinementioning

confidence: 99%

Putting Data Privacy Regulation into Action: The Differential Capabilities of Service Frontline Interfaces

Steinhoff

Martin

2022

Journal of Service Research

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Service frontline encounters between customers and service providers have been subject to fundamental changes in recent years. As two major change agents, technology infusion and data privacy regulations are inextricably linked and constitute a critical ethical and societal issue. Specifically, service frontlines—as represented by human or technological agents, or some hybrid form—rely on customer data for service provision, which subjects them to privacy regulations governing the collection, submission, access, and use of any customer data thus captured. However, scant research outlines the significant implications of evolving data privacy regulations for service frontline encounters. To advance knowledge in this domain, this research distills six key dimensions of global data privacy regulations (fairness, data limits, transparency, control, consent, and recourse). Employing an intelligences theoretical lens, the authors theorize how these dimensions might become differentially manifest across three service frontline interface types (human-based, technology-based, and hybrid). Carefully intersecting the need for varying intelligences across data privacy regulatory dimensions with the abilities of service frontline interfaces to harness each intelligence type, this study offers a novel conceptual framework that advances research and practice. Theoretical, managerial, and policy implications unfold from the proposed framework, which also can inform a future research agenda.

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Redact4Trace: A solution for auditing the data and tracing the users in the redactable blockchain

Hu,

Huang,

Bian

et al. 2024

Computer Networks

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The Effect of Privacy Regulation on the Data Industry

Abstract: CCS Concepts: • Applied computing → Economics; • Security and privacy → Economics of security and privacy; • Social and professional topics → Government technology policy; Privacy policies.

Cited by 6 publications

References 0 publications

The Early Impact of GDPR Compliance on Display Advertising: The Case of an Ad Publisher

The Early Impact of GDPR Compliance on Display Advertising: The Case of an Ad Publisher

Putting Data Privacy Regulation into Action: The Differential Capabilities of Service Frontline Interfaces

Redact4Trace: A solution for auditing the data and tracing the users in the redactable blockchain

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