IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Log in (now much improved!) to save this article

Rejoinder--Implications of "Online Display Advertising: Targeting and Obtrusiveness"

  • Avi Goldfarb

    ()

    (Rotman School of Management, University of Toronto, Toronto, Ontario M5S 3E6, Canada)

  • Catherine Tucker

    ()

    (MIT Sloan School of Management, Cambridge, Massachusetts 02142)

The commentaries on our work suggest several broader implications of our findings as well as a concern that we understate the size of the effect. In this rejoinder, we discuss our views on the regulatory implications, the implications for firm strategies, and the implications for our understanding of the underlying behavioral processes. We also acknowledge that our original calculation of $464 million in cost savings for industry is conservative. We conclude with a call for "privacy engineering" research that combines computer science tools with an understanding of consumer behavior and economics to improve marketing and economic outcomes while safeguarding consumer privacy.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://dx.doi.org/10.1287/mksc.1100.0634
Download Restriction: no

Article provided by INFORMS in its journal Marketing Science.

Volume (Year): 30 (2011)
Issue (Month): 3 (05-06)
Pages: 413-415

as
in new window

Handle: RePEc:inm:ormksc:v:30:y:2011:i:3:p:413-415
Contact details of provider: Postal:
7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA

Phone: +1-443-757-3500
Fax: 443-757-3515
Web page: http://www.informs.org/
Email:


More information through EDIRC

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

as in new window
  1. Avi Goldfarb & Catherine Tucker, 2011. "Online Display Advertising: Targeting and Obtrusiveness," Marketing Science, INFORMS, vol. 30(3), pages 389-404, 05-06.
  2. Catherine Tucker, 2010. "Social Networks, Personalized Advertising, and Privacy Controls," Working Papers 10-07, NET Institute.
  3. Andrea M. Matwyshyn, 2011. "Commentary--Discussion of "Online Display Advertising: Targeting and Obtrusiveness" by Avi Goldfarb and Catherine Tucker," Marketing Science, INFORMS, vol. 30(3), pages 409-412, 05-06.
  4. Avi Goldfarb & Catherine E. Tucker, 2011. "Privacy Regulation and Online Advertising," Management Science, INFORMS, vol. 57(1), pages 57-71, January.
  5. Leonard M. Lodish & Americus Reed, II, 2011. "Commentary--When Is Less More, and How Much More? Thoughts on the Psychological and Economic Implications of Online Targeting and Obtrusiveness," Marketing Science, INFORMS, vol. 30(3), pages 405-408, 05-06.
Full references (including those not matched with items on IDEAS)

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:30:y:2011:i:3:p:413-415. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.