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The Concentration-after-Personalisation Index (CAPI): governing effects of personalisation using the example of targeted online advertising

Abstract:

Firms are increasingly personalising their offers and services, leading to an ever finer-grained segmentation of consumers online. Targeted online advertising and online price discrimination are salient examples of this development. While personalisation's overall effects on consumer welfare are expectably ambiguous, it can lead to concentration in the distribution of advertising and commercial offers. Constellations are possible in which a market is generally open to competition, but the tar...

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Publication status:
Published
Peer review status:
Peer reviewed

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Publisher copy:
10.1177/20539517221132535

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Institution:
University of Oxford
Division:
SSD
Department:
Oxford Internet Institute
Role:
Author
More by this author
Institution:
University of Oxford
Division:
SSD
Department:
Oxford Internet Institute
Role:
Author
ORCID:
0000-0002-4709-6404
Publisher:
SAGE Publications
Journal:
Big Data and Society More from this journal
Volume:
9
Issue:
2
Pages:
1-15
Publication date:
2022-12-05
Acceptance date:
2022-09-25
DOI:
EISSN:
2053-9517

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