Abstract

http://ssrn.com/abstract=1694319
 
 

References (41)



 
 

Citations (10)



 


 



Social Networks, Personalized Advertising, and Privacy Controls


Catherine Tucker


Massachusetts Institute of Technology (MIT) - Management Science (MS)

May 6, 2014

NET Institute Working Paper No. 10-07
MIT Sloan Research Paper No. 4851-10

Abstract:     
This paper investigates how internet users' perception of control over their personal information affects how likely they are to click on online advertising. The paper uses data from a randomized field experiment that examined the relative effectiveness of personalizing ad copy using posted personal information on a social networking website. The website gave users more control over their personally identifiable information in the middle of the field test. The website did not change how advertisers used data to target and personalize ads. After this policy change, users were twice as likely to click on personalized ads. There was no comparable change in the effectiveness of ads that did not make explicit that they used private information when targeting. The increase in effectiveness was larger for ads that used more unique private information to personalize their message.

Number of Pages in PDF File: 47

Keywords: Privacy, Online Advertising, Social Networks

working papers series


Download This Paper

Date posted: October 20, 2010 ; Last revised: June 29, 2014

Suggested Citation

Tucker, Catherine, Social Networks, Personalized Advertising, and Privacy Controls (May 6, 2014). NET Institute Working Paper No. 10-07; MIT Sloan Research Paper No. 4851-10. Available at SSRN: http://ssrn.com/abstract=1694319 or http://dx.doi.org/10.2139/ssrn.1694319

Contact Information

Catherine Tucker (Contact Author)
Massachusetts Institute of Technology (MIT) - Management Science (MS) ( email )
Cambridge, MA 02142
United States
HOME PAGE: http://cetucker.scripts.mit.edu
Feedback to SSRN


Paper statistics
Abstract Views: 4,500
Downloads: 1,165
Download Rank: 8,744
References:  41
Citations:  10

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo3 in 0.438 seconds