17 research outputs found
How Do Privacy Laws Impact the Value for Advertisers, Publishers and Users in the Online Advertising Market? A Comparison of the EU, US and China
No full textRegulators worldwide have been implementing different privacy laws. They vary in their impact on the value for advertisers, publishers and users, but not much is known about these differences. This article focuses on three important privacy laws (i.e., General Data Protection Regulation [GDPR], California Consumer Privacy Act [CCPA] and Personal Information Protection Law [PIPL]) and compares their impact on the value for the three primary actors of the online advertising market, namely, advertisers, publishers and users. This article first compares these three privacy laws by developing a legal strictness score. It then uses the existing literature to derive the effects of the legal strictness of each privacy law on each actor’s value. Finally, it quantifies the three privacy laws’ impact on each actor’s value. The results show that GDPR and PIPL are similar and stricter than CCPA. Stricter privacy laws bring larger negative changes to the value for actors. As a result, both GDPR and PIPL decrease the actors’ value more substantially than CCPA. These value declines are the largest for publishers and are rather similar for users and advertisers. Scholars and practitioners can use our findings to explore ways to create value for multiple actors under various privacy laws
Wie kann SalesTech in Marketing und Vertrieb helfen?
No full textWie kann SalesTech in Marketing und Vertrieb helfen
Unternehmensbewertung auf der Basis von Kundenlebenswerten
No full textUnternehmensbewertung auf der Basis von Kundenlebenswerte
Economic consequences of online tracking restrictions: Evidence from cookies
No full textIn recent years, European regulators have debated restricting the time an online tracker can track a user to protect consumer privacy better. Despite the significance of these debates, there has been a noticeable absence of any comprehensive cost-benefit analysis. This article fills this gap on the cost side by suggesting an approach to estimate the economic consequences of lifetime restrictions on cookies for publishers. The empirical study on cookies of 54,127 users who received ∼128 million ad impressions over ∼2.5 years yields an average cookie lifetime of 279 days, with an average value of €2.52 per cookie. Only ∼13 % of all cookies increase their daily value over time, but their average value is about four times larger than the average value of all cookies. Restricting cookies’ lifetime to one year (two years) could potentially decrease their lifetime value by ∼25 % (∼19 %), which represents a potential decrease in the value of all cookies of ∼9 % (∼5%). Most cookies, however, would not be affected by lifetime restrictions of 12 or 24 months as 72 % (85 %) of the users delete their cookies within 12 (24) months. In light of the €10.60 billion cookie-based display ad revenue in Europe, such restrictions would endanger €904 million (€576 million) annually, equivalent to €2.08 (€1.33) per EU internet user. The article discusses these results' marketing strategy challenges and opportunities for advertisers and publishers
Elektronische Kreditmarktplätze: Funktionsweise, Gestaltung und Erkenntnisstand bei dieser Form des „Peer-to-Peer Lending“
No full textElektronische Kreditmarktplätze: Funktionsweise, Gestaltung und Erkenntnisstand bei dieser Form des „Peer-to-Peer Lending
An Analysis of the Link between Customers' Intention to Recommend a Firm and the Lifetime Value of its Customers
No full textAn Analysis of the Link between Customers' Intention to Recommend a Firm and the Lifetime Value of its Customer
Einfluss der Nutzung des Online-Bankings auf das Produktnutzungsverhalten und die Profitabilität von Bankkunden
No full textEinfluss der Nutzung des Online-Bankings auf das Produktnutzungsverhalten und die Profitabilität von Bankkunde
