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Platform-initiated privacy interventions and their impact on online advertisers
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School of Business |
Bachelor's thesis
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Authors
Tähtivaara, Maria
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Language
en
Pages
39
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Abstract
This thesis investigates the impact of platform-initiated privacy interventions on advertisers in online programmatic advertising markets through restrictions on access to user-level data. It analyzes how reduced data availability and precision affect advertisers’ ability to target users, value advertising impressions, and convert advertising expenditure into customer acquisitions, showing that increased noise in user-level signals lowers targeting precision, increases valuation uncertainty, and raises costs per conversion. Consistent with these theoretical mechanisms, the thesis examines recent empirical evidence from major privacy interventions, including Apple’s App Tracking Transparency and Google’s Privacy Sandbox, and finds effects that align with these predictions, with impacts particularly pronounced for data-dependent advertisers.