Author Page for Garrett Johnson

Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness

Garrett A. Johnson, Randall A. Lewis, Elmar I. Nubbemeyer (2017) Ghost Ads: A Revolution in Measuring Ad Effectiveness Journal of Marketing Research, 54(6): 867-884. , Simon Business School Working Paper No. FR 15-21

Number of pages: 59 Posted: 19 Jun 2015 Last Revised: 28 Feb 2023

Garrett Johnson, Randall A. Lewis and Elmar Nubbemeyer

Boston University - Questrom School of Business, Amazon and Google Inc.

Downloads 6,988 (2,237)

Citation 18

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2.

Regulating Privacy Online: An Economic Evaluation of the GDPR

Samuel G. Goldberg, Garrett A. Johnson, and Scott K. Shriver (2024) “Regulating Privacy Online: An Economic Evaluation of the GDPR” American Economic Journal: Economic Policy, 16(1): 325-58., Law & Economics Center at George Mason University Scalia Law School Research Paper Series No. 22-025

Number of pages: 61 Posted: 18 Jul 2019 Last Revised: 21 Mar 2024

Samuel Goldberg, Garrett Johnson and Scott Shriver

Stanford Graduate School of Business, Boston University - Questrom School of Business and University of Colorado at Boulder - Department of Marketing

Downloads 4,588 (4,649)

Citation 60

Abstract:

3.

Privacy & Market Concentration: Intended & Unintended Consequences of the GDPR

Garrett A. Johnson, Scott K. Shriver, and Samuel G. Goldberg (2023) "Privacy & market concentration: Intended & unintended consequences of the GDPR" Management Science, 69(10): 5695-5721.

Number of pages: 57 Posted: 15 Nov 2019 Last Revised: 26 Dec 2023

Garrett Johnson, Scott Shriver and Samuel Goldberg

Boston University - Questrom School of Business, University of Colorado at Boulder - Department of Marketing and Stanford Graduate School of Business

Downloads 4,230 (5,309)

Citation 62

Abstract:

4.

Consumer Privacy Choice in Online Advertising: Who Opts Out and at What Cost to Industry?

Garrett A. Johnson, Scott K. Shriver, and Shaoyin Du (2020) “Consumer privacy choice in online advertising: Who opts out and at what cost to industry?” Marketing Science 39(1): 33-51, Simon Business School Working Paper No. FR 17-19

Number of pages: 49 Posted: 21 Aug 2017 Last Revised: 28 Feb 2023

Garrett Johnson, Scott Shriver and Shaoyin Du

Boston University - Questrom School of Business, University of Colorado at Boulder - Department of Marketing and University of Rochester - Simon Business School

Downloads 3,922 (5,975)

Citation 67

Abstract:

5.

Inferno: A Guide to Field Experiments in Online Display Advertising

Garrett A. Johnson (2023) “Inferno: A guide to field experiments in online display advertising” Journal of Economics & Management Strategy, 32(3): 469-490.

Number of pages: 46 Posted: 15 May 2020 Last Revised: 26 Dec 2023

Garrett Johnson

Boston University - Questrom School of Business

Downloads 2,759 (10,545)

Citation 11

Abstract:

6.

The Online Display Ad Effectiveness Funnel & Carryover: Lessons from 432 Field Experiments

Number of pages: 42 Posted: 11 Dec 2015 Last Revised: 02 Oct 2017

Garrett Johnson, Randall A. Lewis and Elmar Nubbemeyer

Boston University - Questrom School of Business, Amazon and Google Inc.

Downloads 1,948 (18,463)

Citation 18

Abstract:

7.

Location, Location, Location: Repetition and Proximity Increase Advertising Effectiveness

Number of pages: 41 Posted: 23 May 2013 Last Revised: 03 Jun 2016

Garrett Johnson, Randall A. Lewis and David Reiley

Boston University - Questrom School of Business, Amazon and Pandora Media, Inc.

Downloads 1,913 (18,977)

Citation 3

Abstract:

8.

Privacy-Centric Digital Advertising: Implications for Research

Garrett A. Johnson, Julian Runge, and Eric B. Seufert (2022) “Privacy-Centric Digital Advertising: Implications for Research” Customer Needs and Solutions, 9(1): 49-54.

Number of pages: 13 Posted: 25 Oct 2021 Last Revised: 28 Feb 2023

Garrett Johnson, Julian Runge and Eric Seufert

Boston University - Questrom School of Business, Northwestern University and Mobile Dev Memo

Downloads 1,856 (19,921)

Citation 11

Abstract:

9.

Cost Per Incremental Action: Efficient Pricing of Advertising

Simon Business School Working Paper No. FR 15-29

Number of pages: 37 Posted: 03 Oct 2015

Garrett Johnson and Randall A. Lewis

Boston University - Questrom School of Business and Amazon

Downloads 1,669 (23,402)

Citation 7

Abstract:

10.

COPPAcalypse? The Youtube Settlement's Impact on Kids Content

Number of pages: 62 Posted: 01 May 2023 Last Revised: 21 Mar 2024

Garrett Johnson, Tesary Lin, James C. Cooper and Liang Zhong

Boston University - Questrom School of Business, Boston University - Questrom School of Business, George Mason University - Antonin Scalia Law School and Boston University

Downloads 980 (51,129)

Citation 1

Abstract:

11.

The Impact of Privacy Policy on the Auction Market for Online Display Advertising

Simon School Working Paper No. FR 13-26

Number of pages: 66 Posted: 01 Oct 2013 Last Revised: 07 Oct 2013

Garrett Johnson

Boston University - Questrom School of Business

Downloads 901 (57,385)

Citation 22

Abstract:

12.

When Less is More: Data and Power in Advertising Experiments

Garrett A. Johnson, Randall A. Lewis, David H. Reiley (2017) "When Less is More: Data and Power in Advertising Experiments" Marketing Science, 36(1): 43-53., Simon Business School Working Paper No. FR 15-31

Number of pages: 35 Posted: 31 Oct 2015 Last Revised: 28 Feb 2023

Garrett Johnson, Randall A. Lewis and David Reiley

Boston University - Questrom School of Business, Amazon and Pandora Media, Inc.

Downloads 659 (86,716)

Citation 28

Abstract:

13.

The Intended and Unintended Consequences of Privacy Regulation for Consumer Marketing

MIT Sloan Research Paper No. 7129-24, Boston University Questrom School of Business Research Paper No. 4847653

Number of pages: 40 Posted: 30 May 2024 Last Revised: 31 Mar 2025

Jean-Pierre Dubé, John G. Lynch, Dirk Bergemann, Mert Demirer, Avi Goldfarb, Garrett Johnson, Anja Lambrecht, Tesary Lin, Anna Tuchman and Catherine E. Tucker

University of Chicago - Booth School of Business, University of Colorado-Boulder, Leeds School of Business - Center for Research on Consumer Financial Decision Making, Yale University - Cowles Foundation - Department of Economics, Massachusetts Institute of Technology (MIT), University of Toronto - Rotman School of Management, Boston University - Questrom School of Business, London Business School, Boston University - Questrom School of Business, Northwestern - Kellogg and Massachusetts Institute of Technology (MIT) - Management Science (MS)

Downloads 607 (96,303)

Citation 1

Abstract:

14.

Economic Research on Privacy Regulation: Lessons From the GDPR and Beyond

Garrett A. Johnson (forthcoming) Economic research on privacy regulation: Lessons from the GDPR and beyond in The Economics of Privacy, ed. Avi Goldfarb & Catherine Tucker. University of Chicago Press.

Number of pages: 40 Posted: 08 Dec 2022 Last Revised: 16 Jun 2023

Garrett Johnson

Boston University - Questrom School of Business

Downloads 506 (120,982)

Citation 1

Abstract:

15.

Great and Small Walls of China: Distance & Chinese E-Commerce

Downloads 417 (152,260)

Citation 3

2

Great and Small Walls of China: Distance & Chinese E-Commerce

NET Institute Working Paper No. 15-14

Number of pages: 28 Posted: 22 Oct 2015

Liang Chen, Garrett Johnson and Yao Luo

Wuhan University, Boston University - Questrom School of Business and University of Toronto - Department of Economics

Downloads 265 (246,943)

Citation 1

Abstract:

Great and Small Walls of China: Distance & Chinese E-Commerce

Simon Business School Working Paper No. FR 15-28

Number of pages: 28 Posted: 01 Oct 2015

Liang Chen, Garrett Johnson and Yao Luo

Wuhan University, Boston University - Questrom School of Business and University of Toronto - Department of Economics

Downloads 152 (417,033)

Citation 2

Abstract:

16.

Unearthing Privacy-Enhancing Ad Technologies (PEAT): The Adoption of Google's Privacy Sandbox

Number of pages: 40 Posted: 04 Dec 2024

Garrett Johnson

Boston University - Questrom School of Business

Downloads 328 (198,587)

Citation 1

Garrett Johnson

Boston University - Questrom School of Business

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Scholarly Papers (16)

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