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

    Education
  • PhD, Northwestern University, 2013
    Publications
  • Johnson, G., Runge, J., Seufert, E. (In Press). "Privacy-Centric Digital Advertising: Implications for Research", SSRN Electronic Journal
    Research Presentations
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, European Commission Joint Research Centre, 2021
  • Johnson, G. Insights@Questrom Live: The Cookies are crumbling, what’s next for Digital Advertising?, Questrom Digital Business Institute “Insights @ Questrom Live”, 2021
  • Johnson, G. Regulating Privacy Online: An Economic Evaluation of the GDPR, Annual Federal Trade Commission Microeconomics Conference, 2021
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, Rotterdam School of Management & Erasmus School of Economics, 2021
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, EMAC SIG Digital Marketing Online Speaker Series, 2021
  • Johnson, G. The Online Display Ad Effectiveness Funnel & Carryover: Lessons from 432 Field Experiments, Amazon, 2021
  • Johnson, G. Regulating Privacy Online: An Economic Evaluation of the GDPR, Joint Digital Economics Seminars (Padova, Paris, & Louvain-la-Neuve), 2021
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, Virtual Quant Marketing Seminar, 2021
  • Johnson, G. The Online Display Ad Effectiveness Funnel & Carryover: Lessons from 432 Field Experiments, Twitter, 2021
  • Johnson, G. “DSA ads rules what EU business impacts?”, Panelist, “DSA ads rules what EU business impacts?”, Copenhagen Economics, 2021
  • Johnson, G. Regulating Privacy Online: An Economic Evaluation of the GDPR, Indeed.com, 2021
  • Johnson, G. Regulating Privacy Online: An Economic Evaluation of the GDPR, ZEW Economics of Information and Communication Technologies Conference, 2021
  • Johnson, G. Regulating Privacy Online: An Economic Evaluation of the GDPR, George Mason U School of Business, 2021
  • Johnson, G. Consumer privacy choice in online advertising: Who opts out and at what cost to industry?, Facebook Ad Crypto Summit, 2021
  • Johnson, G. Regulating Privacy Online: An Economic Evaluation of the GDPR, Cornell Johnson School Marketing Department, 2021
  • Johnson, G. Context vs. Behavior and Content Subsidization: Evidence from the YouTube Settlement, George Mason U PEP Research Roundtable for Privacy Fellows, 2021
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, ASSA Virtual Annual Meeting, 2021
  • Johnson, G. “SymposiumX: MAdTech Back to the Future”, Panelist, W3C NY Metro Chapter “SymposiumX: MAdTech Back to the Future”, 2020
  • Johnson, G. Advertising after the cookie-pocalypse, MSI Analytics Symposium “Use of Analytics and AI in the Post-Pandemic World”, 2020
  • Johnson, G. The Online Display Ad Effectiveness Funnel & Carryover: Lessons from 432 Field Experiments, NABE Tech Economics Conference, 2020
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, MaCCI/EPoS Virtual IO Seminar, 2020
  • Johnson, G. Economics of Digital Ad Identity, W3C Improving Web Advertising BG Virtual Face-to-face, 2020
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, George Mason U Symposium on the Law & Economics of Privacy and Data Security, 2020
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, Carnegie Mellon U MSIT-Privacy Engineering Seminar, 2020
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, Boston U School of Law Conference on Technology and Declining Economic Dynamism, 2020
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, Boston U Cyber Alliance Speaker Series, 2020
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, NBER Economics of Digitization Conference, 2020
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, FTC PrivacyCon, 2020
  • Johnson, G. Boston University Data Science (BUDS) Day, Boston University Data Science (BUDS) Day, 2020
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, 2020 Next Generation of Antitrust, Data Privacy and Data Protection Scholars Conference, NYU, 2020
  • Johnson, G. Privacy & market concentration: Intended & unintended consequences of the GDPR, George Mason U PEP Research Roundtable for Privacy Fellows (Tucson), Tucson, AZ, 2020
  • Johnson, G. Economics of Digital Advertising, George Mason U Attorney General Education Program (AGEP) “Workshop on the Economics of Information, Advertising, & Privacy”