{"title":"The Impact of Privacy Regulation on Web Traffic: Evidence From the GDPR.","authors":"Raffaele Congiu , Lorien Sabatino , Geza Sapi","doi":"10.1016/j.infoecopol.2022.101003","DOIUrl":null,"url":null,"abstract":"<div><p>We use traffic data from around 5,000 web domains in Europe and United States to investigate the effect of the European Unions General Data Protection Regulation (GDPR) on website visits and user engagement. We document an overall traffic reduction of approximately 15% in the long-run and find a measurable reduction in engagement with websites. Traffic from both paid and unpaid channels dropped significantly. We observe an inverted U-shaped relationship between website size and change in visits due to privacy regulation: the smallest and largest websites lost visitors, while medium-sized ones were less affected. Enforcement matters as well: The effects were amplified considerably in the long-run, following the first significant fine issued eight months after the entry into force of the GDPR. Exploring potential mechanisms, both a reduction in advertising effectiveness and a higher user awareness of privacy issues can explain our results.</p></div>","PeriodicalId":47029,"journal":{"name":"Information Economics and Policy","volume":"61 ","pages":"Article 101003"},"PeriodicalIF":4.5000,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Information Economics and Policy","FirstCategoryId":"96","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0167624522000427","RegionNum":3,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ECONOMICS","Score":null,"Total":0}
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Abstract
We use traffic data from around 5,000 web domains in Europe and United States to investigate the effect of the European Unions General Data Protection Regulation (GDPR) on website visits and user engagement. We document an overall traffic reduction of approximately 15% in the long-run and find a measurable reduction in engagement with websites. Traffic from both paid and unpaid channels dropped significantly. We observe an inverted U-shaped relationship between website size and change in visits due to privacy regulation: the smallest and largest websites lost visitors, while medium-sized ones were less affected. Enforcement matters as well: The effects were amplified considerably in the long-run, following the first significant fine issued eight months after the entry into force of the GDPR. Exploring potential mechanisms, both a reduction in advertising effectiveness and a higher user awareness of privacy issues can explain our results.
期刊介绍：
IEP is an international journal that aims to publish peer-reviewed policy-oriented research about the production, distribution and use of information, including these subjects: the economics of the telecommunications, mass media, and other information industries, the economics of innovation and intellectual property, the role of information in economic development, and the role of information and information technology in the functioning of markets. The purpose of the journal is to provide an interdisciplinary and international forum for theoretical and empirical research that addresses the needs of other researchers, government, and professionals who are involved in the policy-making process. IEP publishes research papers, short contributions, and surveys.
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