Harvard Business School Professor, John Deighton publishes the Socioeconomic Impact of Internet Tracking

Harvard Business School Professor John Deighton published an IAB report to provide a more precise overview of the economic and social benefits of cross-publisher Common IDs. The report provides an understanding of how:

  • cross-domain measurement works to circulate data and affect privacy
  • data circulation benefits the U.S. economy
  • the publishing industry uses data to shape the ratio of free ad-supported content to subscription content
  • tracking affects aspects of the consumer web experience, beyond cost
  • targeted advertising reduces inventory waste
  • economic power would concentrate in the hands of the largest technology companies because of the scale of their data collection
  • loss of granular cross-domain measurement would produce quantifiable revenue losses to independent publishers and their supporting technology infrastructure

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