Online advertising and privacy

• 成果类型: Article
• 署名作者: de Corniere, Alexandre; de Nijs, Romain
• 署名单位: Universite de Toulouse; Universite Toulouse 1 Capitole; Toulouse School of Economics; Institut Polytechnique de Paris; Ecole Polytechnique; Institut Polytechnique de Paris; Ecole des Ponts ParisTech
• 刊物名称: RAND JOURNAL OF ECONOMICS
• ISSN/ISSBN: 0741-6261
• DOI: 10.1111/1756-2171.12118
• 发表日期: 2016
• 页码: 48-72
• 关键词: consumer privacy; INFORMATION; ECONOMICS; MARKET; procurement; COMPETITION; INVESTMENT; auctions

摘要

An online platform auctions an advertising slot. Several advertisers compete in the auction, and consumers differ in their preferences. Prior to the auction, the platform decides whether to allow advertisers to access information about consumers (disclosure) or not (privacy). Disclosure improves the match between advertisers and consumers but increases product prices, even without price-discrimination. We provide conditions under which disclosure or privacy is privately and/or socially optimal. When advertisers compete on the downstream market, disclosure can lead to an increase or a decrease in product prices depending on the nature of the information.