Advertising Platforms and Privacy

This paper examines the implications of privacy-motivated targeting restrictions on consumer welfare, advertisers’ customer acquisition costs, and platform revenue.

Authors

Sridhar Moorthy (ORCID: https://orcid.org/0000-0001-5251-9961)
Xianwen Shi
Zhu Ruizhi (ORCID: https://orcid.org/0000-0002-6381-6168)

Institutions

Northeastern University (US)
University of Toronto (CA)

Publication Details

Journal: Marketing Science
Published: 2025-05-09
DOI: https://doi.org/10.1287/mksc.2024.0879
Citations: 2
Primary Topic: Privacy, Security, and Data Protection
Type: article
Field-Weighted Citation Impact: 8.40

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article

Advertising Platforms and Privacy

Sridhar Moorthy, Xianwen Shi, Zhu Ruizhi

May 9, 2025

2 citations

Marketing Science

Privacy, Security, and Data Protection

8.40

article

Advertising Platforms and Privacy

Sridhar Moorthy, Xianwen Shi, Zhu Ruizhi

May 9, 2025article en

2 citations

Abstract

This paper examines the implications of privacy-motivated targeting restrictions on consumer welfare, advertisers’ customer acquisition costs, and platform revenue.

Marketing ScienceVol. 44(6)

Northeastern University (US), University of Toronto (CA)

Openalex Percentile: Top 3%

Privacy, Security, and Data Protection

8.40

DOI Source OpenAlex

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Advertising Platforms and Privacy — Sridhar Moorthy, Xianwen Shi, et al. · Marketing Science (2025) | TGRS Research Map | TGRS