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

Author

Listed:
  • Avi Goldfarb

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

  • Catherine Tucker

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

Abstract

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.

Suggested Citation

  • Avi Goldfarb & Catherine Tucker, 2011. "Rejoinder--Implications of "Online Display Advertising: Targeting and Obtrusiveness"," Marketing Science, INFORMS, vol. 30(3), pages 413-415, 05-06.
    • Handle: RePEc:inm:ormksc:v:30:y:2011:i:3:p:413-415
    DOI: 10.1287/mksc.1100.0634
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    References listed on IDEAS

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    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. Avi Goldfarb & Catherine E. Tucker, 2011. "Privacy Regulation and Online Advertising," Management Science, INFORMS, vol. 57(1), pages 57-71, January.
    4. 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.
    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)

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