Garrett Johnson

Assistant Professor, Marketing

Prof. Johnson’s research on Internet Marketing examines online display advertising: the medium’s effectiveness and privacy issues. His ad effectiveness research uses large-scale experiments to measure how and how much ads work. His privacy research quantifies the value of online behavioral targeting to industry and considers the impact of policy & self-regulatory approaches. Prof. Johnson works with Internet companies—including Google and Yahoo!—to answer these questions with Internet-scale data.

For his work, Prof. Johnson has been awarded the Paul Green Award and has been a finalist for both the John D.C. Little Award and the Gary Lilien Marketing Science Practice Prize. 

Published & Forthcoming Papers

Garrett A. Johnson, Scott K. Shriver, and Shaoyin Du (2020) Consumer privacy choice in online advertising: Who opts out and at what cost to industry? Marketing Science (special issue on “Consumer Protection”), 39(1): 33-51 

Dean Eckles, Brett R. Gordon, and Garrett A. Johnson (2018) “LETTER: Field studies of psychologically targeted ads face threats to internal validity” Proceedings of the National Academy of Sciences.

Garrett A. Johnson, Randall A. Lewis, and Elmar I. Nubbemeyer (2017) Ghost Ads: A Revolution in Measuring Ad Effectiveness Journal of Marketing Research, 54(6): 867-884.

Garrett A. Johnson, Randall A. Lewis, and David H. Reiley (2017) When Less is More: Data and Power in Advertising Experiments Marketing Science, 36(1): 43-53. 

Working Papers

Privacy & market concentration: Intended & unintended consequences of the GDPR with Scott Shriver and Samuel Goldberg

Regulating Privacy Online: The Early Impact of the GDPR on European Web Traffic & e-commerce Outcomes with Samuel Goldberg and Scott Shriver

Inferno: A guide to field experiments in online display advertising

The Online Display Ad Effectiveness Funnel & Carryover: Lessons from 432 Field Experiments with Randall Lewis and Elmar Nubbemeyer

The Impact of Privacy Policy on the Auction Market for Online Display Advertising

Location, Location, Location: Repetition and Proximity Increase Advertising Effectiveness with Randall Lewis and David Reiley

Cost Per Incremental Action: Efficient Pricing of Advertising with Randall Lewis

Great and Small Walls of China: Distance & Chinese E-Commerce with Liang Chen and Yao Luo

  • PhD, Northwestern University, 2013
    Awards and Honors
  • 2021, Fellow, Program on Economics & Privacy, George Mason University
  • 2020, 2021 Young Scholar, Marketing Science Institute
  • 2020, Fellow, Program on Economics & Privacy, George Mason University
  • 2019, Marketing Science Institute Research Support, Marketing Science Institute