Online advertising networks and consumer perceptions of privacy |
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Authors: | Steven Schmeiser |
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Institution: | Economics Department, Mount Holyoke College, South Hadley, MA, USA |
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Abstract: | I use crowd-sourced ratings of website trustworthiness to investigate how consumers weigh the privacy impact of online advertising technologies. I find that using one additional advertising network is associated with a 0.7% increase in trust score and that using a behavioural network is associated with a 4.6% increase in trust score. These counter-intuitive results support the notion that consumers are unaware of the advertising technologies used by websites and their impact on privacy. |
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Keywords: | Internet advertising privacy |
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