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The Economic Value of User Tracking for Publishers

出版	SSRN, 2022
URL	http://books.google.com.hk/books?id=xjThzwEACAAJ&hl=&source=gbs_api

註釋Regulators and browsers increasingly restrict user tracking to protect users' privacy online, but little is known about the economic effects on publishers that usually sell advertising space to finance their content. This article examines 42 million ad impressions from 100 publishers to derive a 60% decrease in the raw mean net price paid to publishers for ad impressions without user tracking. Even after controlling for differences in users, advertisers, and publishers behind those ad impressions, this decrease is still 24%. More than 70% of the publishers realize lower net prices when no user tracking is available. Publishers offering broad content, such as News websites, suffer more from user tracking restrictions than publishers with thematically focused content. A user's browsing history generates negligible value for publishers but seems most privacy-intrusive for users. Our results imply that increasing user privacy online comes with severe costs for online publishers.