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The Effect of Privacy Regulation on the Data Industry: Empirical Evidence from GDPR

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  • Guy Aridor
  • Yeon-Koo Che
  • Tobias Salz

Abstract

Utilizing a novel dataset from an online travel intermediary, we study the effects of EU’s General Data Protection Regulation (GDPR). The opt-in requirement of GDPR resulted in 12.5% drop in the intermediary-observed consumers, but the remaining consumers are trackable for a longer period of time. Our findings imply that privacy conscious consumers exert privacy externalities on opt-in consumers, making them more predictable. Consistent with this finding, the average value of the remaining consumers to advertisers has increased, offsetting some of the losses from consumer opt-outs.

Suggested Citation

  • Guy Aridor & Yeon-Koo Che & Tobias Salz, 2020. "The Effect of Privacy Regulation on the Data Industry: Empirical Evidence from GDPR," NBER Working Papers 26900, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:26900
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Dirk Bergemann & Alessandro Bonatti & Tan Gan, 2022. "The economics of social data," RAND Journal of Economics, RAND Corporation, vol. 53(2), pages 263-296, June.
    2. Yosuke Uno & Akira Sonoda & Masaki Bessho, 2021. "The Economics of Privacy: A Primer Especially for Policymakers," Bank of Japan Working Paper Series 21-E-11, Bank of Japan.
    3. Anna D’Annunzio & Antonio Russo, 2024. "Intermediaries in the Online Advertising Market," Marketing Science, INFORMS, vol. 43(1), pages 33-53, January.
    4. Lam, Wing Man Wynne & Lyons, Bruce, 2020. "Does data protection legislation increase the quality of internet services?," Economics Letters, Elsevier, vol. 195(C).
    5. Martin Beraja & David Y Yang & Noam Yuchtman, 2023. "Data-intensive Innovation and the State: Evidence from AI Firms in China," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 90(4), pages 1701-1723.
    6. T. Tony Ke & K. Sudhir, 2023. "Privacy Rights and Data Security: GDPR and Personal Data Markets," Management Science, INFORMS, vol. 69(8), pages 4389-4412, August.
    7. Zhuo, Ran & Huffaker, Bradley & claffy, kc & Greenstein, Shane, 2021. "The impact of the General Data Protection Regulation on internet interconnection," Telecommunications Policy, Elsevier, vol. 45(2).
    8. Stylianos Despotakis & Jungju Yu, 2023. "Multidimensional Targeting and Consumer Response," Management Science, INFORMS, vol. 69(8), pages 4518-4540, August.

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    More about this item

    JEL classification:

    • K24 - Law and Economics - - Regulation and Business Law - - - Cyber Law
    • L0 - Industrial Organization - - General
    • L5 - Industrial Organization - - Regulation and Industrial Policy
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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