Can privacy technologies replace cookies? Ad revenue in a field experiment

Published in

Proceedings of the National Academy of Sciences, National Academy of Sciences

Content

Proceedings of the National Academy of Sciences, Volume 123, Issue 19, May 2026.

SignificanceRegulating digital platforms is difficult when platforms control the data needed to assess design changes. This study demonstrates an alternative: an open, market-wide field experiment that allows independent measurement of market outcomes. ...

Zhengrong GuGarrett A. JohnsonShunto J. KobayashiaQuestrom School of Business, Department of Marketing, Boston University, Boston, MA 02215

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