Targeted Advertising as Implicit Recommendation: Strategic Mistargeting and Personal Data Opt-out

The paper investigates a firm’s optimal targeted advertising strategy when the incentives of the firm and those of the consumers are misaligned and how these considerations affect the consumers’ choices for their data privacy.

• 저널Marketing Science · 44(2) · 390–410
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2023.0117
• 저자Z. Eddie Ning, Jiwoong Shin, Jungju Yu