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EMAC 2024 Annual


How Does Disabling Cookie Tracking Impact Online News Consumption?
(A2024-119640)

Published: May 28, 2024

AUTHORS

Klaus Miller, HEC Paris; Yufei Shen, Nova School of Business and Economics; Xitong Li, HEC Paris

ABSTRACT

Extensive prior literature demonstrates that restricting personal data collection and usage can negatively impact individuals, firms, and markets. This study highlights the beneficial effects of disabling cookie tracking on news consumption. Analyzing data from a well-known European news website reveals a 54.3% increase in the number of articles read and a 39.7% rise in the variety of categories consumed by users when cookie tracking is disabled. These effects, consistent across diverse model specifications and alternate measures, remain stable for over four months. We observe that the impact of disabling tracking is more significant in the absence of content personalization, indicating that enhanced privacy perception significantly boosts news consumption. This paper offers preliminary empirical evidence on the positive implications of disabling data tracking in the digital media landscape.