Implications of ``Online Display Advertising: Targeting and Obtrusiveness''

The commentaries on our work suggest several broader implications of our findings as well as a concern that we understate the size of the effect. In this rejoinder, we discuss our views on the regulatory implications, the implications for firm strategies, and the implications for our understanding of the underlying behavioral processes. We also acknowledge that our original calculation of $464 million in cost savings for industry is conservative. We conclude with a call for ``privacy engineering'' research that combines computer science tools with an understanding of consumer behavior and economics to improve marketing and economic outcomes while safeguarding consumer privacy.