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In recent years, European regulators have debated restricting the time an online tracker can track a user to protect consumer privacy better. Despite the significance of these debates, there has been a noticeable absence of any comprehensive cost-benefit analysis. This article fills this gap on the cost side by suggesting an approach to estimate the economic consequences of lifetime restrictions on cookies for publishers. The empirical study on cookies of 54,127 users who received ∼128 million ad impressions over ∼2.5 years yields an average cookie lifetime of 279 days, with an average value of €2.52 per cookie. Only ∼13 % of all cookies increase their daily value over time, but their average value is about four times larger than the average value of all cookies. Restricting cookies’ lifetime to one year (two years) could potentially decrease their lifetime value by ∼25 % (∼19 %), which represents a potential decrease in the value of all cookies of ∼9 % (∼5%). Most cookies, however, would not be affected by lifetime restrictions of 12 or 24 months as 72 % (85 %) of the users delete their cookies within 12 (24) months. In light of the €10.60 billion cookie-based display ad revenue in Europe, such restrictions would endanger €904 million (€576 million) annually, equivalent to €2.08 (€1.33) per EU internet user. The article discusses these results' marketing strategy challenges and opportunities for advertisers and publishers.
Even as online advertising continues to grow, a central question remains: Who to target? Yet, advertisers know little about how to select from the hundreds of audience segments for targeting (and combinations thereof) for a profitable online advertising campaign. Utilizing insights from a field experiment on Facebook (Study 1), we develop a model that helps advertisers solve the cold-start problem of selecting audience segments for targeting. Our model enables advertisers to calculate the break-even performance of an audience segment to make a targeted ad campaign at least as profitable as an untargeted one. Advertisers can use this novel model to decide whether to test specific audience segments in their campaigns (e.g., in randomized controlled trials). We apply our model to data from the Spotify ad platform to study the profitability of different audience segments (Study 2). Approximately half of those audience segments require the click-through rate to double compared to an untargeted campaign, which is unrealistically high for most ad campaigns. Our model also shows that narrow segments require a lift that is likely not attainable, specifically when the data quality of these segments is poor. We confirm this theoretical finding in an empirical study (Study 3): A decrease in data quality due to Apple’s introduction of the App Tracking Transparency (ATT) framework more negatively affects the click-through rate of narrow (versus broad) audience segments.