Advertising in the digital era: privacy, effectiveness and LLM innovation
OA Version
Citation
Abstract
I study how evolving technologies are reshaping digital marketing and commerce. In the first chapter, I examine the consequences of privacy-enhancing technologies for publishers, providing causal evidence from large-scale field experiments on how the deprecation of third-party cookies and the introduction of Google’s Privacy Sandbox affect ad delivery, latency, and monetization outcomes. In the second chapter, I turn to the perspective of advertisers, evaluating how these privacy technologies influence campaign effectiveness, and the measurement of advertising performance. In the third chapter, I introduce a novel perspective on consumer experience, leveraging large language models to extract and quantify touch-and-feel attributes from customer reviews and linking them to search ad performance and product return behavior in online retail. Collectively, these chapters illuminate how privacy reform, performance optimization, and artificial intelligence innovation interact to redefine advertising practice and measurement in the digital age.
Description
2026