The Strange Case of Privacy in Equilibrium Models
Rachel Cummings, Katrina Ligett, Mallesh M. Pai, Aaron Roth · 2016
We study how privacy technologies affect user and advertiser behavior in a simple economic model of targeted advertising. In our model, a consumer first decides whether or not to buy a good, and then an advertiser chooses an advertisement to show the consumer. The consumer's value for the good is correlated with her type, which determines which ad the advertiser would prefer to show to her---and hence, the advertiser would like to use information about the consumer's purchase decision to target the ad that he shows.