To Reduce US Gun Sales, Limit Access to Handguns
It may be a political nonstarter, but it would be more effective than a ban on assault weapons.
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Biography
Brad Shapiro studies empirical industrial organization and quantitative marketing. His expertise is in the economics of advertising and measuring advertising effectiveness. He has also employed the tools of quantitative marketing to study regulatory problems, including the areas of health insurance, pharmaceuticals, digital advertising and firearms. His research has appeared in the Journal of Political Economy, Econometrica, Marketing Science, Management Science, American Economic Review: Insights, American Economic Journal: Microeconomics and Quantitative Marketing Economics. He is currently a co-edtior at Quantitative Marketing & Economics and an Associate Editor at Management Science and Marketing Science.
Shapiro earned a Ph.D. in economics from Massachusetts Institute of Technology (MIT). Prior degrees include an M.S. in mathematics, a B.S. in mathematics, and a B.A. in economics all from Virginia Tech. Shapiro is also a certified private pilot and consults for a wine importing firm in his spare time.
At Booth, Shapiro teaches MBA Marketing Strategy, Executive MBA Marketing Managemnt and the PhD Health Economics Literature Seminar.
Academic Areas
- Marketing
Working Papers
Date Posted:Tue, 06 Aug 2024 11:40:54 -0500
Third-party cookies and related ?offsite? tracking technologies are frequently used to share user data across applications in support of ad delivery. These data are viewed as highly valuable for online advertisers, but their usage faces increasing headwinds. In this paper, we quantify the benefit to advertisers from using such offsite tracking data in their ad delivery. With this goal in mind, we conduct a large-scale, randomized experiment that includes more than 70,000 advertisers on Facebook and Instagram. We first estimate advertising effectiveness at baseline across our broad sample. We then estimate the change in effectiveness of the same campaigns were advertisers to lose the ability to optimize ad delivery with offsite data. In each of these cases, we use recently developed deconvolution techniques to flexibly estimate the underlying distribution of effects. We find a median cost per incremental customer at baseline of $38.16 that under the median loss in effectiveness would rise to $49.93, a 31% increase. Further, we find ads targeted using offsite data generate more long-term customers per dollar than those without, and losing offsite data disproportionately hurts small scale advertisers. Taken together, our results suggest that offsite data bring large benefits to a wide range of advertisers.
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Could Depression Influence Grocery Choices?
Data from 112,000 households provide some clues.
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Data Privacy Laws May Cost Companies Billions
They can also disproportionately hurt smaller companies.
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