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Economic Consequences of Restrictions on the Usage of Cookies

Descrizione del progetto

Uno sguardo più da vicino alle nuove regole dell’UE sui cookie

I cookie, piccoli file di testo che i siti web posizionano sul dispositivo durante la navigazione, vengono elaborati e memorizzati dal proprio browser web. Essi possono fornire alle aziende informazioni dettagliate sull’attività online dei propri utenti. Considerata la quantità di dati che i cookie possono contenere, le politiche dell’UE ne limitano l’utilizzo. Le normative che regolano i cookie sono suddivise tra il GDPR e la direttiva e-privacy. Non c’è modo di sapere con certezza se questi stanno avendo le conseguenze positive previste per la privacy degli utenti. Il progetto COOKIES, finanziato dall’UE, eliminerà il divario di conoscenza analizzando un enorme set di «dati cookie» e raccogliendo «dati di attuazione». I risultati forniranno una base empirica fondamentale per le restrizioni sui cookie nell’UE.

Obiettivo

Cookies (or HTTP cookies) enable companies to collect and exchange extensive information about users. This information is often used to improve the performance of online advertising, which website publishers rely on in order to finance the free content to which their users have become accustomed. Yet, the collection of information leads to a loss of privacy. Accordingly, EU policy makers have put forward initiatives to restrict cookie usage (e.g. General Data Protection Regulation (GDPR), upcoming EU ePrivacy Regulation).

So far, there exists very little empirical knowledge on the trade-off between user privacy and the economic value that website publishers, advertisers, and even users derive from cookies. As a result, policy makers have no way of telling whether their restrictions on cookies have the intended positive consequences for user privacy, or whether any benefits are outweighed by negative effects on the profits of companieswhich policy makers also seek to nurture.

This proposals vision is to eliminate the gap in knowledge regarding the economic consequences of restrictions on the usage of cookies. I propose four work packages, each outlining the economic consequences of a specific type of restriction. In WP1-3, I will analyze a proprietary and massive (60-65 TB) set of cookie data that includes 472 publishers, 842 advertisers, 2.8 billion cookies and the prices of >110 billion ad impressions, that indicate the value of cookies for companies. In WP4, I collect implementation data to analyze the steps taken by thousands of the worlds most highly-trafficked websites to become GDPR-compliant.

My results will provide a crucial empirical foundation for cookie restrictions in an industry worth more than 10 billion per year in the EU. The required interdisciplinary research will also involve the development of novel methodologies for deriving such information from big data, and theories as to why the observed economic consequences occur.

Meccanismo di finanziamento

ERC-ADG - Advanced Grant

Istituzione ospitante

JOHANN WOLFGANG GOETHE-UNIVERSITAET FRANKFURT AM MAIN
Contributo netto dell'UE
€ 1 998 250,00
Indirizzo
THEODOR W ADORNO PLATZ 1
60323 Frankfurt Am Main
Germania

Mostra sulla mappa

Regione
Hessen Darmstadt Frankfurt am Main, Kreisfreie Stadt
Tipo di attività
Higher or Secondary Education Establishments
Collegamenti
Costo totale
€ 1 998 250,00

Beneficiari (1)