Klaus M. Miller

HEC Paris | HEC

Privacy regulations often necessitate a balance between safeguarding consumer privacy and preventing economic losses for firms that utilize consumer data. However, little empirical evidence exists on how such laws affect firm performance. This study aims to fill that gap by quantifying the impact of the European Union's General Data Protection Regu...

This study explores the impact of the General Data Protection Regulation (GDPR), introduced on May 25th, 2018, on online trackers, vital elements in the online advertising ecosystem. Using a difference-in-differences approach with a balanced panel of 294 publishers, we compare publishers subject to the GDPR with those unaffected (the control group)...

Regulators and browsers increasingly restrict user tracking to protect users privacy online. Such restrictions also have economic implications for publishers that rely on selling advertising space to finance their business, including their content. According to an analysis of 42 million ad impressions related to 111 publishers, when user tracking i...

Consumer inertia, the tendency to remain inactive, is a robust and well-documented phenomenon. However, if consumers are aware of their future inertia they can act to mitigate its effects on their outcomes. Using a large-scale randomized field experiment with a leading European newspaper we investigate consumer response to inertia-inducing subscrip...

Ad blockers allow users to browse websites without viewing ads. Online news publishers that rely on advertising income tend to perceive users’ adoption of ad blockers purely as a threat to revenue. Yet, this perception ignores the possibility that avoiding ads—which users presumably dislike—may affect users’ online news consumption behavior in posi...

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 an...

Policymakers worldwide draft privacy laws that require trading-off between safeguarding consumer privacy and preventing economic loss to companies that use consumer data. However, little empirical knowledge exists as to how privacy laws affect companies’ performance. Accordingly, this paper empirically quantifies the effects of the enforcement of t...

A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is essentially ineffective if it is not at least somewhat viewable. Ad viewability-which refers to the pixel percentage-in-view and the exposure duration of an online displa...

Knowledge of consumers' willingness to pay (WTP) is a prerequisite to profitable price-setting. To gauge consumers' WTP, practitioners often rely on a direct single question approach in which consumers are asked to explicitly state their WTP for a product. Despite its popularity among practitioners, this approach has been found to suffer from hypot...

Many online news publishers finance their websites by displaying ads alongside content. Yet, remarkably little is known about how exposure to such ads impacts users' news consumption. We examine this question using 3.1 million anonymized browsing sessions from 79,856 users on a news website and the quasi-random variation created by ad blocker adopt...

Knowledge of consumers' willingness to pay (WTP) is a prerequisite to profitable price-setting. To gauge consumers' WTP, practitioners often rely on a direct single question approach in which consumers are asked to explicitly state their WTP for a product. Despite its popularity among practitioners, this approach has been found to suffer from hypot...

Knowledge of consumers' willingness to pay (WTP) is a prerequisite to profitable price-setting. To gauge consumers' WTP, practitioners often rely on a direct single question approach in which consumers are asked to explicitly state their WTP for a product. Despite its popularity among practitioners, this approach has been found to suffer from hypot...

Gauging the maximum willingness to pay (WTP) of a product accurately is a critical success factor that determines not only market performance but also financial results. A number of approaches have therefore been developed to accurately estimate consumers’ willingness to pay. Here, four commonly used measurement approaches are compared using real p...

Getting the price right is essential for successful new product introductions. An accurate estimate of consumers' willingness to pay is a crucial part of this task. Measurement of willingness to pay for innovations, however, often yields biased results. In this paper, we investigate consumer-related characteristics and motives that might underlie t...

This study compares the performance of four commonly used approaches to measure consumers’ willingness to pay (WTP) to real purchase data (REAL): the open-ended question format (OE), choice-based conjoint analysis (CBC), the incentive-compatible mechanism proposed by Becker, DeGroot, and Marschak (1964) (BDM), and incentive-aligned choice-based con...

Zusammenfassung Die Kenntnis der maximalen Zahlungsbereitschaft von Konsumenten ist von zentraler Bedeutung für Preisentscheidungen im Unternehmen. Es ist deshalb kaum verwunderlich, dass eine Reihe von Methoden für ihre Messung entwickelt wurde. Nicht vollständig geklärt ist bislang, welche Methoden valide Messresultate liefern können. Der Beitra...

This study compares the performance of four commonly used approaches to measure consumers’ willingness to pay with real purchase data (REAL): the open-ended (OE) question format; choice-based conjoint (CBC) analysis; Becker, DeGroot, and Marschak’s (BDM) incentive-compatible mechanism; and incentive-aligned choice-based-conjoint (ICBC) analysis. Wi...