The widespread use of data analytics has profoundly reshaped the competitive landscape of online targeted advertising. Many demand-side platforms (DSP) that provide ad delivery for advertisers have integrated a data management platform (DMP) to become hybrid firms. The DMP performs data...

Many online platforms adopt the ad-sponsored business model, which involves offering free services to consumers while collecting their data and selling targeted advertising space to advertisers. However, collecting consumer data has raised growing privacy concerns, which may affect consumers’...

The proliferation of consumer data and advanced data analytics techniques (e.g., machine learning), has empowered firms to implement personalized pricing by learning individual consumer preferences. Behavioral research and anecdotal evidence suggest that consumers exhibit aversion to such a...

With data being generated at an unprecedented rate, the monetization of data has become a paramount issue in this era of the digital economy. A common strategy is to leverage consumer data to improve product or service offerings and increase sales revenue, so-called indirect data monetization....

Recent developments in data-centric technologies (e.g., big data, Internet of Things, cloud computing) have given rise to the data-centric models as an example of servitization. Servitization here refers to firms selling a product as a service instead of selling product ownership, which has been...