BU Questrom marketing expert explores how the ability to track our online activity impacts the digital economy.
A study recently published in Marketing Science by Questrom’s Garrett Johnson, assistant professor of marketing, and his research collaborators from the University of Colorado and the University of Rochester examined the state of online advertising and the value of consumers’ online data and how they interact with targeted digital ads.
Johnston says that the collective data aggregated from Internet users subsidize for our free use of the Internet; moreover, many users actually do not opt out of cookie placement in their Internet browsers. “Privacy isn’t free, and it is something that people can and should value,” he added. “But limiting [how websites access your surfing] information has economic consequences in the world we’re living in.”
Continue exploring Johnston’s findings here.