Season 5, Episode 16: Quantifying the impact of ATT (with Daniel McCarthy)

My guest on this week’s episode of the podcast is Daniel McCarthy, who is an Associate Professor of Marketing at the University of Maryland’s Robert H. Smith School of Business. The topic of our conversation is a draft paper for which Daniel is a co-author: Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple’s App Tracking Transparency. I cited this paper in Could ATT be rolled back?, and we unpack the paper’s findings in detail in the episode.

Among other things, we discuss:

• Background on the paper, including its general methodology and principal findings;
• Why so little academic research has been dedicated to the effects of ATT;
• The qualities of small business marketing that made it disproportionately susceptible to the restrictions of ATT;
• How SMBs have adapted to ATT;
• The consequences of ATT on lower-funnel metrics and how the impact of ATT on upper-funnel metrics might be misleading;
• The misapprehensions or points of confusion about ATT that are most common;

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