OPM/
Wir freuen uns sehr Dr. Tobias Kircher, TUM School of Management, Technical University of Munich, Campus Heilbronn auf Einladung von Herrn Prof. Dr. Jens Förderer im Rahmen des CDSB-Seminars begrüßen zu dürfen.
Herr Dr. Tobias Kircher, TUM School of Management, Technical University of Munich, Campus Heilbronn wird einen Vortrag zum Thema „Privacy Interventions and Publishers’ Revenues: Evidence on Long-Run Effects and Ad-Traffic Heterogeneity“ halten.
Der Vortrag findet am Mittwoch, den 29.04., von 12:00 bis 13:00 Uhr im Raum O 148 statt.
Abstract
A central concern in the online privacy debate is the possibility that privacy interventions such as Apple’s App Tracking Transparency framework may jeopardize the business model of ad-supported news and media content providers. Prior empirical work on the impact of privacy interventions on publishers’ revenues is limited to the direct and short-term effects, neglecting the possibility of increases in ad revenues for unprotected ad-traffic and of adaptation by the online advertising industry. If ad revenue increases from ad-traffic from unprotected users occurred, empirical research that examined the impact of privacy interventions on revenues from protected users would paint an incomplete picture of their overall impact on aggregate publishers’ revenues. We study whether ad revenues recover over time and whether ad revenues from ad-traffic remaining addressable increase. For investigating our research questions, we exploit Apple’s block of third-party cookies on all iPhone browsers, starting in September 2020. Our findings suggest that Apple’s policy did not necessarily translate into lower revenues in terms of average ad compensation per impression: The ad compensation publishers received for protected ad-traffic decreased just temporarily while ad compensation increased for ad-traffic from users remaining addressable. These findings inform the current policy debate about the depreciation of third-party cookies, while also suggesting that previous privacy interventions may have influenced competition more than they have strengthened user privacy.
Tobias Kircher a, Riley Grossman b, Mike Smith b, Alessandro Acquisti c, Cristian Borcea b, Yi Chen b, Cristobal Cheyre d
a TUM School of Management, Technical University of Munich, Campus Heilbronn
b Ying Wu College of Computing, New Jersey Institute of Technology
c MIT Sloan School of Management, Massachusetts Institute of Technology
d Ann S. Bowers College of Computing and Information Science, Cornell University
Speaker Bio
Dr. Tobias Kircher is a Postdoctoral Researcher at the Technical University of Munich (TUM), affiliated with the TUM School of Management at the Heilbronn campus and the Center for Digital Transformation. Kircher received his doctorate in Information Systems from the Technical University of Munich, where he previously worked as a research associate from 2019 to 2024. Before starting his doctoral studies, he studied Business Administration, earning a Bachelor of Science from Ludwig Maximilian University of Munich and a Master of Science in Management from University of Mannheim. Kircher’s work lies at the intersection of information systems and public policy, marketing, and management. Taking a socio-technical perspective, Kircher examines how the regulation of the digital economy which strengthens privacy and fairness affects value creation and how privacy and fairness relate to the use of digital applications. Kircher was born and raised in Southwestern Germany.