Three findings regarding privacy online
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Citation
Catherine Tucker. 2013. Three findings regarding privacy online.
In Proceedings of the sixth ACM international conference on
Web search and data mining (WSDM '13). ACM, New York, NY,
USA, 243-244.
As Published
http://dx.doi.org/10.1145/2433396.2433427
Publisher
Association for Computing Machinery (ACM)
Version
Author's final manuscript
Accessed
Wed May 25 19:07:32 EDT 2016
Citable Link
http://hdl.handle.net/1721.1/88198
Terms of Use
Creative Commons Attribution-Noncommercial-Share Alike
Detailed Terms
http://creativecommons.org/licenses/by-nc-sa/4.0/
Three Findings Regarding Privacy Online
∗
Catherine Tucker
MIT Sloan
100 Main St, E62-533
Cambridge, MA 02142, USA
cetucker@mit.edu
ABSTRACT
The Internet now enables firms to collect detailed and potentially intrusive data about their customers both easily
and cheaply. I discuss three empirical results related to customer privacy-protection that is enacted in response to this
change.
1. Privacy protection that focuses on obtaining consent
appears to lead to less effective advertising. This is
based on results from extensive empirical analysis into
how effectiveness of online advertising changed in response to the implementation of the E-Privacy Directive in Europe [2].
2. Privacy protection which gives direct control over customers’ privacy appears to enhance economic outcomes.
This is based on a detailed case study of customer responsiveness to different forms of advertising in the
wake of a change in Facebook privacy policies [3].
3. Restricting the length of time that potentially private
data is stored appears to have little economic impact.
This is based on empirical analysis of aggregate search
behavior following a change in the length of time search
engines were told they could store search engine query
data in Europe [1].
Categories and Subject Descriptors
H.4 [Information Systems Applications]: Miscellaneous
Keywords
Economics, Search, Privacy Online
1.
REFERENCES
[1] L. Chiou and C. Tucker. Data Storage, Data Privacy
and Search Engines. Mimeo, MIT, 2012.
[2] A. Goldfarb and C. E. Tucker. Privacy regulation and
online advertising. Management Science, 57(1):57–71,
2011.
[3] C. Tucker. Social networks, personalized advertising,
and privacy controls. Mimeo, MIT, 2011.
∗All mistakes are mine alone.
Copyright is held by the author/owner(s).
Rome WSDM 2013
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