Blessing or Curse? Implications of Data Brokers for Publisher Competition

References

• Acemoglu D, Makhdoumi A, Malekian A, Ozdaglar A (2022) Too much data: Prices and inefficiencies in data markets. Amer. Econom. J. Microeconomics 14(4):218–256.Google Scholar
• Aquino J (2014) Forbes’ Mark Howard talks programmatic trends, native ads and why it’s business as usual. Accessed March 24, 2024, https://www.adexchanger.com/publishers/forbes-mark-howard-talks-programmatic-trends-native-ads-and-why-its-business-as-usual/.Google Scholar
• Athey S, Gans JS (2010) The impact of targeting technology on advertising markets and media competition. Amer. Econom. Rev. 100(2):608–613.Crossref, Google Scholar
• Bakos Y, Halaburda H (2020) Platform competition with multihoming on both sides: Subsidize or not? Management Sci. 66(12):5599–5607.Link, Google Scholar
• Banaszczyk P, Chmielewski T (2023) Data management platforms (DMPs) and data usage. Accessed March 24, 2024, https://adtechbook.clearcode.cc/dmp-and-data-usage/.Google Scholar
• Belleflamme P, Lam WMW, Vergote W (2020) Competitive imperfect price discrimination and market power. Marketing Sci. 39(5):996–1015.Link, Google Scholar
• Bergemann D, Bonatti A (2011) Targeting in advertising markets: Implications for offline versus online media. RAND J. Econom. 42(3):417–443.Crossref, Google Scholar
• Bergemann D, Bonatti A (2019) Markets for information: An introduction. Annual Rev. Econom. 11:85–107.Crossref, Google Scholar
• Bimpikis K, Crapis D, Tahbaz-Salehi A (2019) Information sale and competition. Management Sci. 65(6):2646–2664.Link, Google Scholar
• Bourreau M, De Streel A, Graef I (2017) Big data and competition policy: Market power, personalised pricing and advertising. Preprint, submitted February 16, https://dx.doi.org/10.2139/ssrn.2920301.Google Scholar
• Braulin FC, Valletti T (2016) Selling customer information to competing firms. Econom. Lett. 149:10–14.Crossref, Google Scholar
• Campbell J, Goldfarb A, Tucker C (2015) Privacy regulation and market structure. J. Econom. Management Strategy 24(1):47–73.Crossref, Google Scholar
• Chatterjee P, Zhou B (2021) Sponsored content advertising in a two-sided market. Management Sci. 67(12):7560–7574.Link, Google Scholar
• Chen J, Stallaert J (2014) An economic analysis of online advertising using behavioral targeting. MIS Quart. 38(2):429–449.Crossref, Google Scholar
• Chen Y, Li X, Sun M (2017) Competitive mobile geo targeting. Marketing Sci. 36(5):666–682.Link, Google Scholar
• Chen Y, Joshi YV, Raju JS, Zhang ZJ (2009) A theory of combative advertising. Marketing Sci. 28(1):1–19.Link, Google Scholar
• Choi JP, Jeon DS, Kim BC (2019) Privacy and personal data collection with information externalities. J. Public Econom. 173:113–124.Crossref, Google Scholar
• Davies J (2016) German publishers are pooling data to compete with Google and Facebook. Accessed March 24, 2024, https://digiday.com/media/german-publishers-pool-data-compete-google-facebook/.Google Scholar
• Desai PS, Purohit D, Zhou B (2016) The strategic role of exchange promotions. Marketing Sci. 35(1):93–112.Link, Google Scholar
• Federal Trade Commission (FTC) (2016) Big data: A tool for inclusion or exclusion? Understanding the issues. Report, FTC, Washington, DC.Google Scholar
• Gal-Or E, Gal-Or R, Penmetsa N (2018) The role of user privacy concerns in shaping competition among platforms. Inform. Systems Res. 29(3):698–722.Link, Google Scholar
• Goldfarb A, Tucker C (2011) Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3):389–404.Link, Google Scholar
• Gu Y, Madio L, Reggiani C (2022) Data brokers co-opetition. Oxf. Econom. Pap. 74(3):820–839.Crossref, Google Scholar
• Ichihashi S (2021) The economics of data externalities. J. Econom. Theory 196:105316.Crossref, Google Scholar
• Katz ML (2019) Multisided platforms, big data, and a little antitrust policy. Rev. Ind. Organ. 54(4):695–716.Crossref, Google Scholar
• Kingham E, Carbonell M (2016) Forbes media selects oracle marketing cloud to increase advertising revenue. Accessed March 24, 2024, https://www.forbes.com/sites/forbespr/2016/08/04/forbes-media-selects-oracle-marketing-cloud-to-increase-advertising-revenue/?sh=a9edb4f2be13.Google Scholar
• Koh B, Raghunathan S, Nault BR (2017) Is voluntary profiling welfare enhancing? MIS Quart. 41(1):23–41.Crossref, Google Scholar
• Koski H (2018) How do competition policy and data brokers shape product market competition? ETLA Working Papers, No. 61, The Research Institute of the Finnish Economy (ETLA), Helsinki, Finland.Google Scholar
• Leetaru K (2018) What does it mean for social media platforms to “sell” our data? Accessed March 24, 2024, https://www.forbes.com/sites/kalevleetaru/2018/12/15/what-does-it-mean-for-social-media-platforms-to-sell-our-data/?sh=3f156342d6c4.Google Scholar
• MacCarthy M (2010) New directions in privacy: Disclosure, unfairness and externalities. ISJLP 6:425.Google Scholar
• Martens B, De Streel A, Graef I, Tombal T, Duch-Brown N (2020) Business-to-business data sharing: An economic and legal analysis. JRC Digital Economy Working Paper, No. 2020-05, European Commission, Joint Research Centre (JRC), Seville, Spain.Google Scholar
• Maximize Market Research (MMR) (2023) Data broker market: Global industry analysis and forecast (2024-2030). Accessed March 25, 2024, https://www.maximizemarketresearch.com/market-report/global-data-broker-market/55670/.Google Scholar
• Mehta S, Dawande M, Janakiraman G, Mookerjee V (2021) How to sell a data set? Pricing policies for data monetization. Inform. Systems Res. 32(4):1281–1297.Link, Google Scholar
• Melendez S, Pasternack A (2019) Here are data brokers quietly buying and selling your personal information. Accessed March 24, 2024, https://www.fastcompany.com/90310803/here-are-the-data-brokers-quietly-buying-and-selling-your-personal-information.Google Scholar
• Montes R, Sand-Zantman W, Valletti T (2019) The value of personal information in online markets with endogenous privacy. Management Sci. 65(3):1342–1362.Link, Google Scholar
• Moore S (2016) How to choose a data broker. Accessed March 23, 2024, https://www.gartner.com/smarterwithgartner/how-to-choose-a-data-broker.Google Scholar
• Müller O, Fay M, Vom Brocke J (2018) The effect of big data and analytics on firm performance: An econometric analysis considering industry characteristics. J. Management Inform. Systems 35(2):488–509.Crossref, Google Scholar
• OECD (2019) Enhancing Access to and Sharing of Data: Reconciling Risks and Benefits for Data Re-use across Societies (OECD Publishing, Paris).Crossref, Google Scholar
• Preez D (2022) EU Data Act – Unlocking the value of industrial data in Europe. Accessed March 24, 2024, https://diginomica.com/eu-data-act-unlocking-value-industrial-data-europe.Google Scholar
• Ray J, Menon S, Mookerjee V (2020) Bargaining over data: When does making the buyer more informed help? Inform. Systems Res. 31(1):1–15.Link, Google Scholar
• Richter H, Slowinski PR (2019) The data sharing economy: On the emergence of new intermediaries. IIC-Internat. Rev. Intellectual Property Competition Law 50(1):4–29.Crossref, Google Scholar
• Tambe P (2014) Big data investment, skills, and firm value. Management Sci. 60(6):1452–1469.Link, Google Scholar
• Todri V, Ghose A, Singh PV (2020) Tradeoffs in online advertising: Advertising effectiveness and annoyance dynamics across the purchase funnel. Inform. Systems Res. 31(1):102–125.Link, Google Scholar
• Weibl J, Hess T (2020) Turning data into value–exploring the role of synergy in leveraging value among data. Inform. Systems Management 37(3):227–239.Crossref, Google Scholar
• Wu L, Hitt L, Lou B (2020) Data analytics, innovation, and firm productivity. Management Sci. 66(5):2017–2039.Link, Google Scholar
• Zhang X, Zhang R, Yue WT, Yu Y (2019) What is your data strategy? The strategic interactions in data-driven advertising. Proc. 40th Internat. Conf. Inform. Systems (Association for Information Systems, Atlanta), 1–9.Google Scholar