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Privacy-Centric Digital Advertising: Implications for Research

Author

Listed:
  • Garrett Johnson

    (Boston University)

  • Julian Runge

    (Duke University)

  • Eric Seufert

    (Mobile Dev Memo)

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.

Suggested Citation

  • Garrett Johnson & Julian Runge & Eric Seufert, 2022. "Privacy-Centric Digital Advertising: Implications for Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 9(1), pages 49-54, June.
    • Handle: RePEc:spr:custns:v:9:y:2022:i:1:d:10.1007_s40547-022-00125-4
    DOI: 10.1007/s40547-022-00125-4
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    References listed on IDEAS

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    1. Garrett A. Johnson, 2022. "Economic Research on Privacy Regulation: Lessons from the GDPR and Beyond," NBER Chapters, in: The Economics of Privacy, National Bureau of Economic Research, Inc.

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