Advertising-financed business models & competition for user attention are ubiquitous these days. Whether it's online shopping, social media or sponsored search results, the internet offers a multitude of novel advertising spaces and opportunities to serve targeted ads to specific customers. While the use of behavioural and personal data enables more tailored ads, it also raises questions about consumer data protection and privacy.
We have conducted a variety of research and projects in this area, drawing out findings using a range of methods including empirical surveys, stakeholder interviews and behavioural economics experiments. For example, in a study for the European Parliament we described technical aspects of ad tech and analysed the economic implications for consumers and businesses, while in a WIK Working Paper we examined advertising avoidance behaviour among users.