Online Advertising, Data Sharing, and Consumer Control (12:00-13:00)

Marcel Preuss will present his research on “Online Advertising, Data Sharing, and Consumer Control”.

Abstract: We examine how competition between advertising exchanges influences the targeting options that these exchanges make available to advertisers. When advertisers have strong property rights over data regarding consumers' active purchase interests, competition between ad exchanges leads to too little sharing of data. This may harm consumers, who receive too few pertinent ads, and advertisers themselves can also be harmed due to a situation resembling a prisoner's dilemma. We find that giving consumers the right to opt out of tracking may also benefit consumers who allow tracking, by altering the incentives of ad exchanges to offer improved targeting options. In addition, we show that initiatives by Apple and Google to limit third-party tracking and to introduce alternative tracking systems such as Topics, might benefit consumers by weakening the data property rights of advertisers. Because more data is shared by default under such systems, this can be true even if these systems are less accurate than third-party tracking systems.