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Published in: Customer Needs and Solutions 1-2/2022

30-03-2022 | Perspectives

Privacy-Centric Digital Advertising: Implications for Research

Authors: Garrett Johnson, Julian Runge, Eric Seufert

Published in: Customer Needs and Solutions | Issue 1-2/2022

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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.
Footnotes
1
Note that Facebook and Mozilla propose an alternative that relies on multi-party computation to permit cross-platform attribution modeling while preserving privacy [50].
 
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Metadata
Title
Privacy-Centric Digital Advertising: Implications for Research
Authors
Garrett Johnson
Julian Runge
Eric Seufert
Publication date
30-03-2022
Publisher
Springer US
Published in
Customer Needs and Solutions / Issue 1-2/2022
Print ISSN: 2196-291X
Electronic ISSN: 2196-2928
DOI
https://doi.org/10.1007/s40547-022-00125-4