Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/322493 
Erscheinungsjahr: 
2025
Schriftenreihe/Nr.: 
CESifo Working Paper No. 11931
Verlag: 
CESifo GmbH, Munich
Zusammenfassung: 
As regulators seek to balance user privacy with publisher sustainability, Google's Privacy Sandbox offers a potential replacement for third-party cookies. This paper presents the first independent estimates of the publisher-side economic effects of Privacy Sandbox, a suite of privacy-enhancing technologies for online advertising. Leveraging an open, industry-wide field experiment, we partner with a major ad management firm to evaluate over 200 million ad impressions across more than 5,000 publishers. We find that removing third-party cookies reduces publisher revenue by 29.1%, while Privacy Sandbox preserves just 4.2% of this lost revenue. We further document that Privacy Sandbox increases ad latency and reduces impression delivery by 2.9%. The results underscore the continued economic tension between privacy and the funding of online content.
Schlagwörter: 
privacy
online advertising
privacy-enhancing technologies
online content
JEL: 
L86
M31
M38
O38
Dokumentart: 
Working Paper
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