Neue Publikation im Journal of Creating Value

”How do Privacy Laws Impact the Value for Actors in the Online Advertising Market? A comparison of the EU, US, and China"

Die Marketing Abteilung freut sich außerordentlich, über die folgende Publikation im Journal of Creating Value zu berichten:

Jin, Yuxi / Skiera, Bernd (2022), “How do Privacy Laws Impact the Value for Actors in the Online Advertising Market? A comparison of the EU, US, and China”, Journal of Creating Value, Special Issue “Defining and Measuring Value”, https://doi.org/10.1177/23949643221117676, forthcoming

Herzlichen Glückwünsch an die Autoren!

Abstract:

Regulators worldwide have been implementing different privacy laws. They vary in their impact on the value for advertisers, publishers and users, but not much is known about these differences. This article focuses on three important privacy laws (i.e., General Data Protection Regulation [GDPR], California Consumer Privacy Act [CCPA] and Personal Information Protection Law [PIPL]) and compares their impact on the value for the three primary actors of the online advertising market, namely, advertisers, publishers and users. This article first compares these three privacy laws by developing a legal strictness score. It then uses the existing literature to derive the effects of the legal strictness of each privacy law on each actor’s value. Finally, it quantifies the three privacy laws’ impact on each actor’s value. The results show that GDPR and PIPL are similar and stricter than CCPA. Stricter privacy laws bring larger negative changes to the value for actors. As a result, both GDPR and PIPL decrease the actors’ value more substantially than CCPA. These value declines are the largest for publishers and are rather similar for users and advertisers. Scholars and practitioners can use our findings to explore ways to create value for multiple actors under various privacy laws.