Search arXiv⌕ Search
Home/Archive/arXiv

arXiv · 2303.10906

The Economic Value of User Tracking for Publishers

Rene Laub·Klaus M. Miller·Bernd Skiera
View original source ↗Read source document ↗Export metadata ↓

Abstract

Regulators and browsers increasingly restrict user tracking to protect users' privacy online. In two large-scale empirical studies, we study the economic implications for publishers relying on selling advertising space to finance their content. In our first study, we draw on 42 million ad impressions from 111 publishers covering EU desktop browsing traffic in 2016. In our second study, we use 218 million ad impressions from 10,526 publishers (i.e., apps) covering EU and US mobile in-app browsing traffic in 2023. The two studies differ in the share of trackable users (Study 1: 85%; Study 2: Apple: 17%, Android: 91%). Still, we find similar average ad impression price decreases (Study 1: 18% and Study 2: 23%) when user tracking is unavailable. More than 90% of the publishers realize lower prices when selling ad impressions for untrackable users. Publishers offering content on sports, cars, lifestyle & shopping, and news & information suffer the most. Premium publishers with high-quality edited content and strong reputations, thematic-focused (niche) publishers, and smaller publishers suffer less from the unavailability of user tracking. In contrast, non-premium publishers with non-edited or user-generated content, thematic-broad (general news) publishers, and larger publishers suffer more. The availability of a user ID generates the highest value for publishers, whereas collecting a user's browsing history, perceived as intrusive by most users, generates only a small value for publishers. These results affirm that ensuring user privacy online has substantial costs for online publishers, but those costs differ across publishers and the type of collected data. This article offers suggestions to reduce these costs.

Explore related subjects

econ.GNq-fin.EC

Keep this discovery

Explore connections, maps & timelines

BibTeXRIS

Rene Laub, Klaus M. Miller, Bernd Skiera. 2024-04-18. The Economic Value of User Tracking for Publishers. https://arxiv.org/abs/2303.10906

Cite the original work for its findings. Save a collection to share your selection of sources.

KEEP EXPLORING

Related papers

arXiv2026

The time interpretation of expected utility theory

Economic models often maximise expectation values of wealth or utility. In non-ergodic settings, these can differ from time-averages, so that maximising expected outcomes need not maximise – and can systematically reduce – long-run wealth or utility. Ergodicity economics highlights this problem and models individual agents as maximising wealth in the long run, known as growth optimality. Two instances where expected utility maximisation maps to growth optimality are known: linear utility does this for additive wealth dynamics; and logarithmic utility for multiplicative wealth dynamics. Here we show that the mapping holds more generally when the utility function coincides with the ergodicity transformation in the growth optimal model. This mapping offers a theoretical basis for choosing utility functions and suggests the testable hypothesis that wealth dynamics are predictive of risk preferences.

econ.GN↗
arXiv2026

Monetary Regimes and Trade before the Classical Gold Standard: Evidence from the Latin Monetary Union

This paper reexamines the trade effects of the Latin Monetary Union (LMU), a 19th century agreement to standardize gold and silver coinage among several European countries. The LMU provides a useful setting for studying whether monetary arrangements fostered trade before the classical gold standard, when gold, silver, bimetallic, and paper regimes coexisted. Because some countries already shared other monetary standards, treating all non-member pairs as a single control group mixes pairs with and without alternative forms of monetary coordination. I classify pairs by standard and estimate the LMU effect relative to pairs without a common standard, bringing the comparison closer to those used in the literature on the gold standard and contemporary currency unions. The results suggest that the LMU increased trade between its members by approximately 30\% during its early years, when bimetallism was still credible. These effects subsequently faded, converging to zero by the end of the 1870s. More broadly, these findings also highlight the importance of accounting for the existing monetary regimes when estimating the trade effects of other international policies.

econ.GN↗
arXiv2026

Access to Live AI Advice and Behavior Under Risk: An Incentivized Experiment

Generative AI has become an everyday advisor, and the systems people consult are live and interactive, not pre-scripted. We ask whether access to such a system changes behavior under risk. In an incentivized experiment (N = 158), participants made lottery choices with an optional decision aid presented as a conventional pre-written tool, a live one-shot AI, or a live interactive AI they could query, with information format held equivalent across conditions. Risk preferences are elicited via DOSE. We find no evidence that access to a live AI advisor changes risk aversion.

econ.GN↗