TY  - JOUR
A1  - Jin, Yuxi
A1  - Skiera, Bernd
T1  - How do privacy laws impact the value for advertisers, publishers and users in the online advertising market? A comparison of the EU, US and China
T2  - Journal of creating value
N2  - Regulators worldwide have been implementing different privacy laws. They vary in their impact on the value for advertisers, publishers and users, but not much is known about these differences. This article focuses on three important privacy laws (i.e., General Data Protection Regulation [GDPR], California Consumer Privacy Act [CCPA] and Personal Information Protection Law [PIPL]) and compares their impact on the value for the three primary actors of the online advertising market, namely, advertisers, publishers and users. This article first compares these three privacy laws by developing a legal strictness score. It then uses the existing literature to derive the effects of the legal strictness of each privacy law on each actor’s value. Finally, it quantifies the three privacy laws’ impact on each actor’s value. The results show that GDPR and PIPL are similar and stricter than CCPA. Stricter privacy laws bring larger negative changes to the value for actors. As a result, both GDPR and PIPL decrease the actors’ value more substantially than CCPA. These value declines are the largest for publishers and are rather similar for users and advertisers. Scholars and practitioners can use our findings to explore ways to create value for multiple actors under various privacy laws.
KW  - GDPR
KW  - CCPA
KW  - PIPL
Y1  - 2022
UR  - http://publikationen.ub.uni-frankfurt.de/frontdoor/index/index/docId/86278
UR  - https://nbn-resolving.org/urn:nbn:de:hebis:30:3-862786
SN  - 2454-213X
VL  - 8.2022
IS  - 2
SP  - 306
EP  - 327
PB  - Sage Publishing
CY  - London
ER  -