This report intends to contribute a more precise understanding of tracking and its consequences, both economic and social. We describe how:
- tracking works to circulate data and affect privacy
- data circulation benefits the U.S. economy
- the publishing industry uses data to shape the ratio of free ad-supported content to subscription content
- tracking affects aspects of the consumer web experience, beyond cost
- targeted advertising reduces inventory waste
- economic power would concentrate in the hands of the largest four or five technology companies because they are independent of circulated tracking data
- loss of tracking would produce quantifiable revenue losses to independent publishers and their supporting technology infrastructure
Tens of . . .
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