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Selling Cookies

  • Dirk Bergemann
  • Alessandro Bonatti

We analyze data pricing and targeted advertising. Advertisers seek to tailor their spending to the value of each consumer. A monopolistic data provider sells cookies. informative signals about individual consumers' preferences. We characterize the set of consumers targeted by the advertisers and the optimal monopoly price of cookies. The ability to influence the composition of the targeted set provides incentives to lower prices. Thus, the price of data decreases with the reach of the database and increases with the fragmentation of data sales. We characterize the optimal policy for selling information and its implementation through nonlinear pricing of cookies.

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Paper provided by David K. Levine in its series Levine's Working Paper Archive with number 786969000000000909.

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Date of creation: 24 Feb 2014
Handle: RePEc:cla:levarc:786969000000000909
Contact details of provider: Web page: http://www.dklevine.com/

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  1. L. Elisa Celis & Gregory Lewis & Markus M. Mobius & Hamid Nazerzadeh, 2012. "Buy-it-now or Take-a-chance: Price Discrimination through Randomized Auctions," NBER Working Papers 18590, National Bureau of Economic Research, Inc.
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  6. Bergemann, Dirk & Alessandro Bonatti, 2013. "Selling Cookies," Cowles Foundation Discussion Papers 1920RR, Cowles Foundation for Research in Economics, Yale University, revised Sep 2014.
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  8. William Adams & Liran Einav & Jonathan Levin, 2007. "Liquidity Constraints and Imperfect Information in Subprime Lending," NBER Working Papers 13067, National Bureau of Economic Research, Inc.
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  10. Admati, Anat R. & Pfleiderer, Paul, 1986. "A monopolistic market for information," Journal of Economic Theory, Elsevier, vol. 39(2), pages 400-438, August.
  11. Dirk Bergemann & Alessandro Bonatti, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," Levine's Working Paper Archive 661465000000000284, David K. Levine.
  12. Diego Garcia & Francesco Sangiorgi, 2007. "Information Sales and Strategic Trading," Carlo Alberto Notebooks 45, Collegio Carlo Alberto.
  13. William P. Rogerson, 2003. "Simple Menus of Contracts in Cost-Based Procurement and Regulation," American Economic Review, American Economic Association, vol. 93(3), pages 919-926, June.
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  16. Allen, Franklin, 1990. "The market for information and the origin of financial intermediation," Journal of Financial Intermediation, Elsevier, vol. 1(1), pages 3-30, March.
  17. Dirk Bergemann & Alessandro Bonatti, 2011. "Targeting in advertising markets: implications for offline versus online media," RAND Journal of Economics, RAND Corporation, vol. 42(3), pages 417-443, 09.
  18. Miklos Sarvary & Philip M. Parker, 1997. "Marketing Information: A Competitive Analysis," Marketing Science, INFORMS, vol. 16(1), pages 24-38.
  19. James J. Anton & Dennis A. Yao, 2002. "The Sale of Ideas: Strategic Disclosure, Property Rights, and Contracting," Review of Economic Studies, Oxford University Press, vol. 69(3), pages 513-531.
  20. Eric Maskin & John Riley, 1984. "Monopoly with Incomplete Information," RAND Journal of Economics, The RAND Corporation, vol. 15(2), pages 171-196, Summer.
  21. Admati, Anat R & Pfleiderer, Paul, 1990. "Direct and Indirect Sale of Information," Econometrica, Econometric Society, vol. 58(4), pages 901-28, July.
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