ABSTRACT
I use crowd-sourced ratings of website trustworthiness to investigate how consumers weigh the privacy impact of online advertising technologies. I find that using one additional advertising network is associated with a 0.7% increase in trust score and that using a behavioural network is associated with a 4.6% increase in trust score. These counter-intuitive results support the notion that consumers are unaware of the advertising technologies used by websites and their impact on privacy.
KEYWORDS:
Disclosure statement
No potential conflict of interest was reported by the author.