{"id":10337,"date":"2024-08-06T16:57:39","date_gmt":"2024-08-06T20:57:39","guid":{"rendered":"https:\/\/www.bu.edu\/questrom\/profiles\/garrett-johnson\/"},"modified":"2026-06-10T15:52:08","modified_gmt":"2026-06-10T19:52:08","slug":"garrett-johnson","status":"publish","type":"profiles","link":"https:\/\/www.bu.edu\/questrom\/profiles\/garrett-johnson\/","title":{"rendered":"Garrett Johnson"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull profile__standard-wrapper has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns profile__columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column profile__left-column is-layout-flow wp-container-core-column-is-layout-3bd72ab2 wp-block-column-is-layout-flow\"><figure class=\"profile__image wp-block-post-featured-image\"><img decoding=\"async\" alt=\"Garrett Johnson\" style=\"object-fit:contain\" class=\"wp-post-image\" src=\"http:\/\/questromapps.bu.edu\/images\/facstaff\/JohnsonGarrett.jpg\" \/><\/figure>\n\n<aside class=\"profile__contact profile__contact--api wp-block-amp-profile-contact\" itemscope itemtype=\"http:\/\/schema.org\/Person\">\n  <h5>Contact<\/h5>\n  <div class=\"profile__contact-row\">\n          <div class=\"profile__contact-cell profile__contact-cell--phone\">\n        <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px;\">\n        Phone\n      <\/h6>\n      <p class=\"has-p-2-font-size\" itemprop=\"telephone\">\n        617-353-4677      <\/p>\n    <\/div>\n              <div class=\"profile__contact-cell profile__contact-cell--email\">\n        <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px;\">\n        Email\n      <\/h6>\n      <p class=\"has-p-2-font-size\">\n        <a href=\"mailto:garjoh@bu.edu\" itemprop=\"email\">\n          garjoh@bu.edu        <\/a>\n      <\/p>\n    <\/div>\n          <\/div>\n\n      <div class=\"profile__contact-buttons\">\n              <div class=\"wp-block-button is-style-primary-button\">\n          <a class=\"wp-block-button__link wp-element-button\" href=\"http:\/\/questromapps.bu.edu\/faculty\/uploadFiles\/cvUploadsProfile\/MK_Johnson_Garrett_CV.pdf\">\n            Download CV\n          <\/a>\n        <\/div>\n                    <div class=\"wp-block-button is-style-primary-button\">\n          <a class=\"wp-block-button__link wp-element-button\" href=\"http:\/\/scholar.google.com\/citations?user=hgGIcPgAAAAJ\" itemprop=\"url\">\n            Visit Website\n          <\/a>\n        <\/div>\n          <\/div>\n  \n      <div class=\"profile__contact-row\">\n\n              <div class=\"profile__contact-cell profile__contact-cell--office\">\n          <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px;\">\n          Office\n        <\/h6>\n        <p class=\"has-p-2-font-size\" itemprop=\"workLocation\">\n          609        <\/p>\n      <\/div>\n                    <div class=\"profile__contact-cell profile__contact-cell--bu\">\n          <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px\">\n            Boston University <br \/>\n            Questrom School of Business\n          <\/h6>\n                        <p class=\"has-p-2-font-size\" itemprop=\"address\">\n                Rafik B. Hariri Building <br \/>\n                595 Commonwealth Avenue <br \/>\n                Boston, MA 02215\n              <\/p>\n                  <\/div>\n          <\/div>\n  <\/aside><\/div>\n\n\n\n<div class=\"wp-block-column profile__right-column is-layout-flow wp-container-core-column-is-layout-3bd72ab2 wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group profile__header-container has-global-padding is-layout-constrained wp-container-core-group-is-layout-7db9d80f wp-block-group-is-layout-constrained\" style=\"padding-right:0;padding-left:0\">\n<div class=\"wp-block-group profile__header-content has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\"><h1 class=\"wp-block-post-title\">Garrett Johnson<\/h1>\n\n\n<div class=\"alignfull wp-block-amp-profile-position\">\n\t\t\t<p class=\"has-text-align-left has-text-transform-uppercase has-p-2-font-size\" style=\"text-transform: uppercase; font-weight: 600\">\n\t\t\tDean\u2019s Research Scholar\t\t<\/p>\n\t\t\t<p class=\"has-text-align-left has-text-transform-uppercase has-p-2-font-size\" style=\"text-transform: uppercase; font-weight: 600\">\n\t\t\tAssociate Professor, Marketing\t\t<\/p>\n\t<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-amp-profile-bio\">\n\t<p>Prof. Johnson researches digital marketing: measuring its effectiveness and examining its privacy issues. His ad effectiveness research uses large-scale experiments to measure how and how much ads work. His privacy research examines the impact of Europe\u2019s GDPR, the policy tradeoffs of user identifiers like cookies, as well as novel, privacy-centric approaches to online advertising.<\/p>\n<p>For his work, Prof. Johnson has been awarded the <a href=\"https:\/\/www.ama.org\/paul-e-green-award\/\">Paul Green Award<\/a>, the <a href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\/John-D.C.-Little-Best-Paper-Award\">John D. C. Little Award<\/a>, and the <a href=\"https:\/\/www.ama.org\/weitz-winer-odell-award\/\">Weitz-Winer-O&#8217;Dell Award<\/a>, and has been a finalist for the <a href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\/John-D.C.-Little-Best-Paper-Award\">John D. C. Little Award<\/a> and <a href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\/Gary-L.-Lilien-ISMS-Practice-Prize\">Gary Lilien Marketing Science Practice Prize<\/a>. He has appeared in outlets including Bloomberg, New York Times, Boston Globe, Fortune, Marketplace, &amp; the HBR Ideacast.<\/p>\n<p>Personal site: <a href=\"https:\/\/www.garjoh.com\/\">garjoh.com<\/a>. Follow on <a href=\"https:\/\/twitter.com\/garjoh_canuck\">Twitter<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/garrett-johnson-75ab0046\/\">LinkedIn<\/a>, <a href=\"https:\/\/bsky.app\/profile\/garjoh.bsky.social\">bluesky<\/a>, &amp; <a href=\"http:\/\/scholar.google.com\/citations?user=hgGIcPgAAAAJ\">Google Scholar<\/a>.<\/p>\n<h3>Selected Research<\/h3>\n<ul>\n<li>Samuel G. Goldberg, Garrett A. Johnson, and Scott K. Shriver (2024) <a href=\"https:\/\/doi.org\/10.1257\/pol.20210309\">Regulating Privacy Online: An Economic Evaluation of the GDPR<\/a> <i>American Economic Journal: Economic Policy<\/i>, 16(1): 325-58<\/li>\n<li>Garrett A. Johnson, Scott K. Shriver, and Samuel G. Goldberg (2023) <a href=\"https:\/\/doi.org\/10.1287\/mnsc.2023.4709\">Privacy &amp; market concentration: Intended &amp; unintended consequences of the GDPR<\/a> <i>Management Science<\/i>, 69(10): 5695-5721.<\/li>\n<li>Garrett A. Johnson, Scott K. Shriver, and Shaoyin Du (2020) <a href=\"https:\/\/doi.org\/10.1287\/mksc.2019.1198\">Consumer privacy choice in online advertising: Who opts out and at what cost to industry?<\/a> <i>Marketing Science<\/i>, 39(1): 33-51.<\/li>\n<li>Garrett A. Johnson, Randall A. Lewis, and Elmar I. Nubbemeyer (2017) <a href=\"https:\/\/doi.org\/10.1509\/jmr.15.0297\">Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness<\/a> <i>Journal of Marketing Research<\/i>, 54(6): 867-884.<\/li>\n<li>Garrett A. Johnson, Randall A. Lewis, and David H. Reiley (2017) <a href=\"http:\/\/pubsonline.informs.org\/doi\/abs\/10.1287\/mksc.2016.0998\">When Less is More: Data and Power in Advertising Experiments<\/a> <i>Marketing Science<\/i>, 36(1): 43-53.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-amp-profile-data profile-data\"><div class=\"wp-block-group profile__data-section has-global-padding is-layout-constrained wp-block-group-is-layout-constrained wp-block-amp-profile-education\">\n\t<h5 class=\"wp-block-heading\" style=\"font-weight: 500\">\n\tEducation\t<\/h5>\n\n\t<div class=\"wp-block-group profile__data-row has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\t\t<p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">PhD, Northwestern University, 2013<\/p>\t\t<\/p>\n\t<\/div>\n<\/div>\n\n\n\n\n<div class=\"wp-block-group profile__data-section has-global-padding is-layout-constrained wp-block-group-is-layout-constrained wp-block-amp-profile-publications\">\n\t<h5 class=\"wp-block-heading\" style=\"font-weight: 500\">\n\tPublications\t<\/h5>\n\n\t<div class=\"wp-block-group profile__data-row has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\t<p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Dub\u00e9, J., Lynch, J., Bergemann, D., Demirer, M., Goldfarb, A., Johnson, G., Lambrecht, A., Lin, T., Tuchman, A., Tucker, C. (2025). &#8220;Frontiers: The Intended and Unintended Consequences of Privacy Regulation for Consumer Marketing&#8221;, <i>Marketing Science<\/i>, <i>44<\/i> (5),  975-984<\/p>\t\t<\/p>\n\t<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"bu_is_from_api":true,"buID":"U80349042","lastName":"Johnson","firstName":"Garrett","middleName":"","suffixName":"","phone":"617-353-4677","email":"garjoh@bu.edu","pronouns":"","cv":"http:\/\/questromapps.bu.edu\/faculty\/uploadFiles\/cvUploadsProfile\/MK_Johnson_Garrett_CV.pdf","website":"http:\/\/scholar.google.com\/citations?user=hgGIcPgAAAAJ","office":"609","address":"595 Commonwealth Ave","bio":"Prof. Johnson researches digital marketing: measuring its effectiveness and examining its privacy issues. His ad effectiveness research uses large-scale experiments to measure how and how much ads work. His privacy research examines the impact of Europe\u2019s GDPR, the policy tradeoffs of user identifiers like cookies, as well as novel, privacy-centric approaches to online advertising.\n\nFor his work, Prof. Johnson has been awarded the <a href=\"https:\/\/www.ama.org\/paul-e-green-award\/\">Paul Green Award<\/a>, the <a href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\/John-D.C.-Little-Best-Paper-Award\">John D. C. Little Award<\/a>, and the <a href=\"https:\/\/www.ama.org\/weitz-winer-odell-award\/\">Weitz-Winer-O'Dell Award<\/a>, and has been a finalist for the <a href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\/John-D.C.-Little-Best-Paper-Award\">John D. C. Little Award<\/a> and <a href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\/Gary-L.-Lilien-ISMS-Practice-Prize\">Gary Lilien Marketing Science Practice Prize<\/a>. He has appeared in outlets including Bloomberg, New York Times, Boston Globe, Fortune, Marketplace, & the HBR Ideacast.\n\nPersonal site: <a href=\"https:\/\/www.garjoh.com\/\">garjoh.com<\/a>. Follow on <a href=\"https:\/\/twitter.com\/garjoh_canuck\">Twitter<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/garrett-johnson-75ab0046\/\">LinkedIn<\/a>, <a href=\"https:\/\/bsky.app\/profile\/garjoh.bsky.social\">bluesky<\/a>, & <a href=\"http:\/\/scholar.google.com\/citations?user=hgGIcPgAAAAJ\">Google Scholar<\/a>.\n\n<h3>Selected Research<\/h3>\n<ul>\n  <li>Samuel G. Goldberg, Garrett A. Johnson, and Scott K. Shriver (2024) <a href=\"https:\/\/doi.org\/10.1257\/pol.20210309\">Regulating Privacy Online: An Economic Evaluation of the GDPR<\/a> <i>American Economic Journal: Economic Policy<\/i>, 16(1): 325-58<\/li>\n  <li>Garrett A. Johnson, Scott K. Shriver, and Samuel G. Goldberg (2023) <a href=\"https:\/\/doi.org\/10.1287\/mnsc.2023.4709\">Privacy & market concentration: Intended & unintended consequences of the GDPR<\/a> <i>Management Science<\/i>, 69(10): 5695-5721.<\/li>\n  <li>Garrett A. Johnson, Scott K. Shriver, and Shaoyin Du (2020) <a href=\"https:\/\/doi.org\/10.1287\/mksc.2019.1198\">Consumer privacy choice in online advertising: Who opts out and at what cost to industry?<\/a> <i>Marketing Science<\/i>, 39(1): 33-51.<\/li>\n  <li>Garrett A. Johnson, Randall A. Lewis, and Elmar I. Nubbemeyer (2017) <a href=\"https:\/\/doi.org\/10.1509\/jmr.15.0297\">Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness<\/a> <i>Journal of Marketing Research<\/i>, 54(6): 867-884.<\/li>\n  <li>Garrett A. Johnson, Randall A. Lewis, and David H. Reiley (2017) <a href=\"http:\/\/pubsonline.informs.org\/doi\/abs\/10.1287\/mksc.2016.0998\">When Less is More: Data and Power in Advertising Experiments<\/a> <i>Marketing Science<\/i>, 36(1): 43-53.<\/li>\n<\/ul>","bu_profile_image_url":"http:\/\/questromapps.bu.edu\/images\/facstaff\/JohnsonGarrett.jpg","position":["Dean\u2019s Research Scholar","Associate Professor, Marketing"],"education":["PhD, Northwestern University, 2013"],"publications":["Dub\u00e9, J., Lynch, J., Bergemann, D., Demirer, M., Goldfarb, A., Johnson, G., Lambrecht, A., Lin, T., Tuchman, A., Tucker, C. 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