Privacy-Centric Digital Advertising: Implications for Research

13 Pages Posted: 25 Oct 2021 Last revised: 17 Mar 2022

See all articles by Garrett Johnson

Garrett Johnson

Questrom School of Business

Julian Runge

Duke University (Visiting Scholar)

Eric Seufert

Mobile Dev Memo

Date Written: March 15, 2022

Abstract

Yesterday's digital advertising relied on cross-website and cross-app user identity to measure, target, and optimize ads. Spurred by regulatory pressure, today's digital advertising is evolving to become more privacy-protective. Apple and Google are leading this movement by sunsetting old technologies and building more privacy-centric alternatives. Marketing academics and practitioners, in turn, must learn to adapt to this new reality. We outline these new advertising approaches and their implications for advertising strategy, targeting, and measurement. We propose key questions and an agenda for researchers to help shape the privacy-centric future of digital advertising.

Keywords: Privacy; digital advertising; advertising measurement; targeting

JEL Classification: M37, M38

Suggested Citation

Johnson, Garrett and Runge, Julian and Seufert, Eric, Privacy-Centric Digital Advertising: Implications for Research (March 15, 2022). Available at SSRN: https://ssrn.com/abstract=3947290 or http://dx.doi.org/10.2139/ssrn.3947290

Garrett Johnson (Contact Author)

Questrom School of Business ( email )

595 Commonwealth Avenue
Boston, MA 02215
United States
6173534677 (Phone)

HOME PAGE: http://www.bu.edu/questrom/faculty-research/faculty-directory/garrett-johnson/

Julian Runge

Duke University (Visiting Scholar) ( email )

Box 90120
Durham, NC 27708-0120
United States

Eric Seufert

Mobile Dev Memo ( email )

United States

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