{"id":"https://openalex.org/W3123475414","doi":"https://doi.org/10.1145/2940716.2940787","title":"Understanding Emerging Threats to Online Advertising","display_name":"Understanding Emerging Threats to Online Advertising","publication_year":2016,"publication_date":"2016-07-21","ids":{"openalex":"https://openalex.org/W3123475414","doi":"https://doi.org/10.1145/2940716.2940787","mag":"3123475414"},"language":"en","primary_location":{"id":"doi:10.1145/2940716.2940787","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2940716.2940787","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 2016 ACM Conference on Economics and Computation","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5086827245","display_name":"Ceren Budak","orcid":"https://orcid.org/0000-0002-7767-3217"},"institutions":[{"id":"https://openalex.org/I27837315","display_name":"University of Michigan\u2013Ann Arbor","ror":"https://ror.org/00jmfr291","country_code":"US","type":"education","lineage":["https://openalex.org/I27837315"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Ceren Budak","raw_affiliation_strings":["University of Michigan, Ann Arbor, MI, USA"],"affiliations":[{"raw_affiliation_string":"University of Michigan, Ann Arbor, MI, USA","institution_ids":["https://openalex.org/I27837315"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5027036879","display_name":"Sharad Goel","orcid":"https://orcid.org/0000-0002-6103-9318"},"institutions":[{"id":"https://openalex.org/I97018004","display_name":"Stanford University","ror":"https://ror.org/00f54p054","country_code":"US","type":"education","lineage":["https://openalex.org/I97018004"]},{"id":"https://openalex.org/I1743320","display_name":"Palo Alto University","ror":"https://ror.org/04f812k67","country_code":"US","type":"education","lineage":["https://openalex.org/I1743320"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Sharad Goel","raw_affiliation_strings":["Stanford University, Palo Alto, CA, USA"],"affiliations":[{"raw_affiliation_string":"Stanford University, Palo Alto, CA, USA","institution_ids":["https://openalex.org/I1743320","https://openalex.org/I97018004"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5079845832","display_name":"Justin M. Rao","orcid":null},"institutions":[{"id":"https://openalex.org/I1290206253","display_name":"Microsoft (United States)","ror":"https://ror.org/00d0nc645","country_code":"US","type":"company","lineage":["https://openalex.org/I1290206253"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Justin Rao","raw_affiliation_strings":["Microsoft Research, Redmond, WA, USA"],"affiliations":[{"raw_affiliation_string":"Microsoft Research, Redmond, WA, USA","institution_ids":["https://openalex.org/I1290206253"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5102989133","display_name":"Georgios Zervas","orcid":"https://orcid.org/0000-0002-9558-244X"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Georgios Zervas","raw_affiliation_strings":["Boston University, Boston, MA, USA"],"affiliations":[{"raw_affiliation_string":"Boston University, Boston, MA, USA","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":4,"corresponding_author_ids":["https://openalex.org/A5086827245"],"corresponding_institution_ids":["https://openalex.org/I27837315"],"apc_list":null,"apc_paid":null,"fwci":7.7785,"has_fulltext":false,"cited_by_count":37,"citation_normalized_percentile":{"value":0.96874483,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":null,"issue":null,"first_page":"561","last_page":"578"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9983000159263611,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9983000159263611,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11045","display_name":"Privacy, Security, and Data Protection","score":0.9934999942779541,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13718","display_name":"Media Influence and Politics","score":0.9915000200271606,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.7850914001464844},{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.7083154320716858},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.6847230792045593},{"id":"https://openalex.org/keywords/revenue","display_name":"Revenue","score":0.630956768989563},{"id":"https://openalex.org/keywords/search-advertising","display_name":"Search advertising","score":0.6104615926742554},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.5454642176628113},{"id":"https://openalex.org/keywords/consumption","display_name":"Consumption (sociology)","score":0.5132696628570557},{"id":"https://openalex.org/keywords/native-advertising","display_name":"Native advertising","score":0.4846985340118408},{"id":"https://openalex.org/keywords/publishing","display_name":"Publishing","score":0.4825836718082428},{"id":"https://openalex.org/keywords/page-view","display_name":"Page view","score":0.4602249264717102},{"id":"https://openalex.org/keywords/online-search","display_name":"Online search","score":0.44189855456352234},{"id":"https://openalex.org/keywords/social-media","display_name":"Social media","score":0.43107542395591736},{"id":"https://openalex.org/keywords/market-share","display_name":"Market share","score":0.4117392599582672},{"id":"https://openalex.org/keywords/web-page","display_name":"Web page","score":0.38213831186294556},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.28463369607925415},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.27236106991767883},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.2650092840194702},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.25295186042785645},{"id":"https://openalex.org/keywords/web-navigation","display_name":"Web navigation","score":0.17156347632408142},{"id":"https://openalex.org/keywords/political-science","display_name":"Political science","score":0.11516869068145752}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.7850914001464844},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.7083154320716858},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.6847230792045593},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.630956768989563},{"id":"https://openalex.org/C187687199","wikidata":"https://www.wikidata.org/wiki/Q844880","display_name":"Search advertising","level":4,"score":0.6104615926742554},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5454642176628113},{"id":"https://openalex.org/C30772137","wikidata":"https://www.wikidata.org/wiki/Q5164762","display_name":"Consumption (sociology)","level":2,"score":0.5132696628570557},{"id":"https://openalex.org/C56408696","wikidata":"https://www.wikidata.org/wiki/Q6980087","display_name":"Native advertising","level":4,"score":0.4846985340118408},{"id":"https://openalex.org/C151719136","wikidata":"https://www.wikidata.org/wiki/Q3972943","display_name":"Publishing","level":2,"score":0.4825836718082428},{"id":"https://openalex.org/C103645729","wikidata":"https://www.wikidata.org/wiki/Q911187","display_name":"Page view","level":5,"score":0.4602249264717102},{"id":"https://openalex.org/C171089853","wikidata":"https://www.wikidata.org/wiki/Q7094123","display_name":"Online search","level":2,"score":0.44189855456352234},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.43107542395591736},{"id":"https://openalex.org/C16051113","wikidata":"https://www.wikidata.org/wiki/Q828814","display_name":"Market share","level":2,"score":0.4117392599582672},{"id":"https://openalex.org/C21959979","wikidata":"https://www.wikidata.org/wiki/Q36774","display_name":"Web page","level":2,"score":0.38213831186294556},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.28463369607925415},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.27236106991767883},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.2650092840194702},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.25295186042785645},{"id":"https://openalex.org/C61096286","wikidata":"https://www.wikidata.org/wiki/Q7978592","display_name":"Web navigation","level":3,"score":0.17156347632408142},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.11516869068145752},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C121955636","wikidata":"https://www.wikidata.org/wiki/Q4116214","display_name":"Accounting","level":1,"score":0.0},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C173576120","wikidata":"https://www.wikidata.org/wiki/Q2641220","display_name":"Static web page","level":4,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/2940716.2940787","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2940716.2940787","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 2016 ACM Conference on Economics and Computation","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":27,"referenced_works":["https://openalex.org/W90200607","https://openalex.org/W968140880","https://openalex.org/W1880262756","https://openalex.org/W1921202903","https://openalex.org/W2002000693","https://openalex.org/W2021271008","https://openalex.org/W2065597208","https://openalex.org/W2088640816","https://openalex.org/W2095699306","https://openalex.org/W2106728444","https://openalex.org/W2109882182","https://openalex.org/W2123539383","https://openalex.org/W2124859416","https://openalex.org/W2148117599","https://openalex.org/W2156037541","https://openalex.org/W2157066951","https://openalex.org/W2159389932","https://openalex.org/W2159764755","https://openalex.org/W2167827540","https://openalex.org/W2179252414","https://openalex.org/W2268157125","https://openalex.org/W2289895458","https://openalex.org/W3094241458","https://openalex.org/W3122022408","https://openalex.org/W3122687906","https://openalex.org/W3123847571","https://openalex.org/W3124798963"],"related_works":["https://openalex.org/W1551421219","https://openalex.org/W2913109148","https://openalex.org/W2371012911","https://openalex.org/W2583234661","https://openalex.org/W2346030802","https://openalex.org/W2101949473","https://openalex.org/W2569429894","https://openalex.org/W3123475414","https://openalex.org/W3190194355","https://openalex.org/W879130051"],"abstract_inverted_index":{"Two":[0],"recent":[1],"disruptions":[2],"to":[3,38,111,147,164,258],"the":[4,9,61,125,196,206,247,260],"online":[5,86,190],"advertising":[6,35,138,146,151,249],"market":[7,120],"are":[8,23,101,132,172],"widespread":[10],"use":[11,253],"of":[12,63,74,98,128,176,181,208,233,255,262],"ad-blocking":[13],"software":[14],"and":[15,40,44,50,91,115,134,149,235],"proposed":[16],"restrictions":[17],"on":[18,79],"third-party":[19],"tracking,":[20],"trends":[21,65],"that":[22,88,95,108,136,169,210,219,238],"driven":[24],"largely":[25],"by":[26,103,174,244],"consumer":[27],"concerns":[28],"over":[29],"privacy.":[30],"Both":[31],"primarily":[32],"impact":[33],"display":[34,104,145,170,248],"(as":[36],"opposed":[37],"search":[39,137,150],"native":[41],"social":[42],"ads),":[43],"affect":[45],"how":[46,51,129],"retailers":[47],"reach":[48],"customers":[49],"content":[52,165],"producers":[53],"earn":[54],"revenue.":[55],"It":[56],"is,":[57],"however,":[58],"unclear":[59],"what":[60],"consequences":[62],"these":[64],"are.":[66],"We":[67,93,122],"investigate":[68],"using":[69],"anonymized":[70],"web":[71,161,226],"browsing":[72],"histories":[73],"14":[75],"million":[76],"individuals,":[77],"focusing":[78],"\"retail":[80],"sessions\"":[81],"in":[82,189,205,246],"which":[83],"users":[84],"visit":[85],"sites":[87,216],"sell":[89],"goods":[90],"services.":[92],"find":[94,135,168],"only":[96],"3%":[97],"retail":[99,130],"sessions":[100,131],"initiated":[102],"ads,":[105,214,223],"a":[106,230,268],"figure":[107],"is":[109,139,152,187,198,203],"robust":[110],"permissive":[112],"attribution":[113],"rules":[114],"consistent":[116],"across":[117],"widely":[118],"varying":[119],"segments.":[121],"further":[123],"estimate":[124],"full":[126],"distribution":[127],"initiated,":[133],"three":[140,155],"times":[141,156],"more":[142],"important":[143,158],"than":[144,159],"retailers,":[148],"itself":[153],"roughly":[154],"less":[157],"organic":[160],"search.":[162],"Moving":[163],"providers,":[166],"we":[167,236,252],"ads":[171],"shown":[173],"12%":[175],"websites,":[177],"accounting":[178],"for":[179,229],"32%":[180],"their":[182],"page":[183],"views;":[184],"this":[185],"reliance":[186],"concentrated":[188],"publishing,":[191],"e.g.,":[192],"news":[193],"outlets)":[194],"where":[195],"rate":[197],"91%.":[199],"While":[200],"most":[201,242],"consumption":[202],"either":[204],"long-tail":[207],"websites":[209],"do":[211],"not":[212],"show":[213,220],"or":[215,270],"like":[217],"Facebook":[218],"native,":[221],"first-party":[222],"moderately":[224],"sized":[225],"publishers":[227],"account":[228],"substantial":[231],"fraction":[232],"consumption,":[234],"argue":[237],"they":[239],"will":[240],"be":[241],"affected":[243],"changes":[245],"market.":[250],"Finally,":[251],"estimates":[254],"ad":[256,265],"rates":[257],"judge":[259],"feasibility":[261],"replacing":[263],"lost":[264],"revenue":[266],"with":[267],"freemium":[269],"donation-based":[271],"model.":[272]},"counts_by_year":[{"year":2025,"cited_by_count":3},{"year":2024,"cited_by_count":3},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":7},{"year":2020,"cited_by_count":5},{"year":2019,"cited_by_count":5},{"year":2018,"cited_by_count":6},{"year":2017,"cited_by_count":4}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}