The Impact of the GDPR on the Online Advertising Market
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The Impact of the GDPR on the Online Advertising Market

About the Book

What will you learn from this book?

  • Why and how the European General Data Protection Regulation (GDPR) impacts the online advertising market, particularly advertisers, publishers and users.
  • How advertisers and publishers leverage users’ personal data to pursue their goals.
  • Which aspects of the GDPR are most relevant for advertisers, publishers and users.
  • How complex it is to go through the process of obtaining user permission for personal data processing, and how IAB’s Transparency and Consent Framework (TCF) intends to help.
  • How many firms a publisher provides with access to its users’ data, and how long it takes a user to respond to all permission requests.
  • Which developments are taking place with regard to personal data processing, among players in the online advertising industry, as well as among regulators and consumer protection agencies.

Who should read this book?

Anyone interested in learning how and why the online advertising industry benefits from using personal data, and how the GDPR impacts this practice.

Who wrote this book?

The European Research Council provided Professor Skiera at Goethe University Frankfurt (Germany) with a substantial (ERC Advanced) research grant to examine the economic consequences of stronger restrictions on tracking technologies. Professor Skiera and his team pursued several empirical projects to demonstrate these consequences. 

About the Authors

Bernd Skiera
Bernd Skiera

Bernd Skiera ( is a chaired professor of electronic commerce at Goethe University Frankfurt (Germany), a Professorial Fellow at Deakin University (Australia) and a member of the board of the EFL-Data Science Institute and the Schmalenbach-Gesellschaft. His research interests are consumer privacy, marketing analytics, data-driven marketing, electronic commerce, online advertising, SalesTech, MarTech and marketing automation. He received an ERC Advanced Grant to conduct research on consumer privacy on the Internet. You will find more information at

Klaus Miller
Klaus Miller

Klaus Miller ( is an assistant professor of quantitative marketing and Hi!Paris chairholder for the study of data science and artificial intelligence in business and society at HEC Paris (France). During his Ph.D. and as a Post-Doctoral Scholar he has been visiting the Wharton School at the University of Pennsylvania and the Graduate School of Business at Stanford University. His research interests meet at the interface of empirical quantitative marketing, management economics, and information systems. Specifically, his research concerns pricing, advertising, and customer management topics in the digital economy. Recently, Klaus has developed an research interest in online consumer privacy. Further information is available on my personal profile page:

Yuxi Jin
Yuxi Jin

Yuxi Jin is a doctoral student at Goethe University Frankfurt (Germany). Her research interests are consumer privacy and regulation, online advertising, and data analytics.

Lennart Kraft
Lennart Kraft

My interests comprise quantitative economics, online marketing, and consumer privacy. I research the interplay of privacy and profits in online advertising markets and the consequences of regulations, including privacy laws (e.g., GDPR), taxes (e.g., Digital Service Taxes), and industrial self-regulation (e.g., Differential Privacy). Methodologically, I build upon econometrics and machine learning in cross-sectional and longitudinal settings, often using extensive field data.

Find out more on

René Laub
René Laub

René Laub ( is a doctoral student at Goethe University Frankfurt (Germany). His research interests are at the interface of marketing and information systems research, focusing on consumer privacy, digital marketing, and MarTech.

Julia Schmitt
Julia Schmitt

I was a doctoral student at Goethe University Frankfurt (Germany). My research interests are consumer privacy, privacy regulations, consent management, and data analytics.

In 2017, I graduated from London Business School with the Master in Management. I started my Bachelor degree in high school and therefore finished my Master degree at the age of 21 in addition to having worked in diverse industries and lived in different countries.

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