The Impact of the General Data Protection Regulation (GDPR) on the Online Advertising Market

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What will you learn from this book?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.