{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,1]],"date-time":"2026-05-01T09:25:57Z","timestamp":1777627557691,"version":"3.51.4"},"reference-count":98,"publisher":"SAGE Publications","issue":"2","license":[{"start":{"date-parts":[[2023,7,1]],"date-time":"2023-07-01T00:00:00Z","timestamp":1688169600000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Big Data &amp; Society"],"published-print":{"date-parts":[[2023,7]]},"abstract":"<jats:p>Digital advertising and technology companies are resigned to a new privacy imperative. They are bracing for a world where third-party tracking will be restricted by design or by law. Digital resignation typically refers to how companies cultivate a sense of powerlessness about privacy among internet users. Our paper looks through this optic from the other end of the lens: How is the digital advertising industry coping with the increasing salience of privacy? Recent developments have forced companies to implement \u201cprivacy-preserving\u201d designs\u2014or at least promise some semblance of privacy. Yet, the industry remains dependent on flows of data and means of identification to enable still-desired targeting, measurement, and optimization. Our paper analyzes this contradiction by looking at systems that aim to replicate existing functionalities while protecting user \u201cprivacy.\u201d We call this a form of \u201ccynical resignation\u201d and characterize its key maneuvers as follows: (a) sanitizing surveillance; (b) party-hopping; and (c) sabotage. We argue that this \u201ccynical resignation\u201d to a privacy imperative represents a policy failure. In the absence of decisive interventions into the underlying business models of data capitalism, companies offer techno-solutionism and self-regulations that seem to conform to new laws and norms while reinforcing commitments to data-driven personalization. This may benefit the largest tech companies, since their privileged access to first-party data will make more companies reliant on them, and their computational power will be even more valuable in a world where modeling is used to compensate for the loss of third-party data and traditional methods of personal identification.<\/jats:p>","DOI":"10.1177\/20539517231203665","type":"journal-article","created":{"date-parts":[[2023,10,13]],"date-time":"2023-10-13T02:03:33Z","timestamp":1697162613000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":11,"title":["The after party: Cynical resignation in Adtech's pivot to privacy"],"prefix":"10.1177","volume":"10","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-3157-2944","authenticated-orcid":false,"given":"Lee","family":"McGuigan","sequence":"first","affiliation":[{"name":"Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, Chapel Hill, NC, USA"}]},{"given":"Sarah Myers","family":"West","sequence":"additional","affiliation":[{"name":"AI Now Institute, New York, NY, USA"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2194-5006","authenticated-orcid":false,"given":"Ido","family":"Sivan-Sevilla","sequence":"additional","affiliation":[{"name":"College of Information Studies, University of Maryland, College Park, MD, USA"}]},{"given":"Patrick","family":"Parham","sequence":"additional","affiliation":[{"name":"College of Information Studies, University of Maryland, College Park, MD, USA"}]}],"member":"179","published-online":{"date-parts":[[2023,10,12]]},"reference":[{"key":"bibr1-20539517231203665","unstructured":"Ahuja K, Bauer T, Meder C, et al. 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Available at: https:\/\/blog.google\/products\/ads-commerce\/2021-01-privacy-sandbox\/ (accessed 2 February 2023)."},{"key":"bibr9-20539517231203665","doi-asserted-by":"publisher","DOI":"10.3898\/NewF:100-101.02.2020"},{"issue":"1","key":"bibr10-20539517231203665","first-page":"5","volume":"33","author":"Blattberg RC","year":"1991","journal-title":"Sloan Management Review"},{"key":"bibr11-20539517231203665","unstructured":"Bobrowsky M (2022) Facebook Feels $10 Billion Sting from Apple\u2019s Privacy Push.\n                      Wall Street Journal\n                      , February 3. Available at: https:\/\/www.wsj.com\/articles\/facebook-feels-10-billion-sting-from-apples-privacy-push-11643898139."},{"key":"bibr12-20539517231203665","unstructured":"Braun J (2019) The Devil in the Details: User Tracking is Hurting More than our Privacy, It\u2019s Doing Serious Damage to Public-Interest Media, Too.\n                      Flow\n                      , February 22. Available at: https:\/\/www.flowjournal.org\/2019\/02\/the-devil-in-the-details\/."},{"key":"bibr13-20539517231203665","unstructured":"Brodherson M, Broitman A, Macdonald C, et al. (2021) The Demise of Third-Party Cookies and Identifiers.\n                      McKinsey & Company\n                      (blog), April 12. Available at: https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-demise-of-third-party-cookies-and-identifiers (accessed 10 January 2023)."},{"key":"bibr14-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1146\/annurev-soc-090820-020800"},{"key":"bibr15-20539517231203665","unstructured":"Center for Democracy & Technology (2022) Comments on Commercial Surveillance ANPR. https:\/\/cdt.org\/wp-content\/uploads\/2022\/11\/CDT-Comments-to-FTC-on-ANPR-R111004.pdf."},{"key":"bibr16-20539517231203665","unstructured":"Chen B, Wakabayashi D (2022) You\u2019re Still Being Tracked on the Internet, Just in a Different Way.\n                      New York Times\n                      , April 6. Available at: https:\/\/www.nytimes.com\/2022\/04\/06\/technology\/online-tracking-privacy.html."},{"key":"bibr17-20539517231203665","unstructured":"CMA (2022) Investigation into Google\u2019s \u201cPrivacy Sandbox.\u201d https:\/\/www.gov.uk\/cma-cases\/investigation-into-googles-privacy-sandbox-browser-changes."},{"key":"bibr18-20539517231203665","first-page":"1904","volume":"126","author":"Cohen JE","year":"2013","journal-title":"Harvard Law Review"},{"key":"bibr19-20539517231203665","unstructured":"Corporate Europe Observatory (2022) How corporate lobbying undermined the EU\u2019s push to ban surveillance ads. Available at: https:\/\/corporateeurope.org\/en\/2022\/01\/how-corporate-lobbying-undermined-eus-push-ban-surveillance-ads (accessed January 18)."},{"key":"bibr20-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1177\/1461444816657096"},{"key":"bibr21-20539517231203665","doi-asserted-by":"publisher","DOI":"10.4135\/9781526470546.n22"},{"key":"bibr22-20539517231203665","unstructured":"Crain M (2021) Power Play: Big Tech\u2019s Feud Over Mobile App Tracking.\n                      The Reboot\n                      , June 10. 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Available at: https:\/\/www.wsj.com\/articles\/more-changes-loom-for-online-marketers-11643150679."},{"key":"bibr32-20539517231203665","unstructured":"Hagey K, Schechner S, Kupa M (2022) Why Google Plays Down Its Ad-Tech Business but Is Determined to Keep It.\n                      Wall Street Journal\n                      , November 1. Available at: https:\/\/www.wsj.com\/articles\/why-google-plays-down-its-ad-tech-business-but-is-determined-to-keep-it-11667292084."},{"key":"bibr33-20539517231203665","unstructured":"Haggin P (2021) Apple\u2019s Privacy Changes Are Poised to Boost Its Ad Products.\n                      Wall Street Journal\n                      , June 9. Available at: https:\/\/web.archive.org\/web\/20210609195842\/https:\/www.wsj.com\/articles\/apples-privacy-changes-are-poised-to-boost-its-ad-products-11619485863."},{"key":"bibr34-20539517231203665","unstructured":"Haggin P (2022) Advertisers Turn to \u2018Clean Rooms\u2019 to Keep Consumer Data Private.\n                      Wall Street Journal\n                      , October 19. Available at: https:\/\/www.wsj.com\/articles\/advertisers-data-clean-rooms-11666038545."},{"key":"bibr35-20539517231203665","unstructured":"Hercher J (2021) Goodbye, Last Click Attribution.\n                      AdExchanger\n                      , September 27. Available at: https:\/\/www.adexchanger.com\/online-advertising\/goodbye-last-click-attribution-google-ads-changes-default-to-data-modeling\/."},{"key":"bibr36-20539517231203665","unstructured":"Hercher J (2023b) Acxiom Takes Its Data Broker Biz to the Cloud with Snowflake\u2019s Help.\n                      AdExchanger\n                      , February 7. Available at: https:\/\/www.adexchanger.com\/ad-exchange-news\/acxiom-takes-its-data-broker-biz-to-the-cloud-with-snowflakes-help\/."},{"key":"bibr37-20539517231203665","unstructured":"Hercher J (2022a) Meet Performance Max, the Blackest Black Box of All Google Ad Products.\n                      AdExchanger\n                      , December 14. 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Available at: https:\/\/www.adexchanger.com\/data-exchanges\/why-2023-is-a-pivotal-year-for-indie-data-clean-rooms\/."},{"key":"bibr40-20539517231203665","unstructured":"Hercher J (2023c) Will the Walled Gardens Turn Clean Room Tech into Yet Another Platform Plaything?\n                      AdExchanger\n                      , January 25. Available at: https:\/\/www.adexchanger.com\/platforms\/will-the-walled-gardens-turn-clean-room-tech-into-yet-another-platform-plaything\/."},{"key":"bibr41-20539517231203665","doi-asserted-by":"publisher","DOI":"10.5817\/CP2016-4-7"},{"key":"bibr42-20539517231203665","unstructured":"IAB (2022) IAB slams bill that would eliminate data-driven advertising. https:\/\/www.iab.com\/news\/iab-slams-bill-that-would-eliminate-data-driven-advertising\/."},{"key":"bibr43-20539517231203665","unstructured":"IAB and Ipsos (2023)\n                      State of Data 2023: Data Clean Rooms & the Democratization of Data in the Privacy-Centric Ecosystem\n                      . https:\/\/www.iab.com\/wp-content\/uploads\/2023\/01\/IAB_State_of_Data_2023.pdf."},{"key":"bibr44-20539517231203665","unstructured":"IAB Europe (2020) A guide to the post third-party cookie era. https:\/\/iabeurope.eu\/knowledge-hub\/iab-europe-guide-to-the-post-third-party-cookie-era\/."},{"key":"bibr45-20539517231203665","unstructured":"IAB Tech Lab (2022) Time to build for privacy. https:\/\/iabtechlab.com\/blog\/time-to-build-for-privacy\/."},{"key":"bibr46-20539517231203665","unstructured":"IAB Tech Lab (2023a)\n                      Data Clean Rooms: Guidance and Recommended Practices\n                      . https:\/\/iabtechlab.com\/wp-content\/uploads\/2023\/02\/FINAL-DRAFT-PUBLIC-COMMENT-Data-Clean-Room-Guidance-IAB-Tech-Lab.pdf."},{"key":"bibr47-20539517231203665","unstructured":"IAB Tech Lab (2023b)\n                      Open Private Join and Activation: A Data Clean Room Interoperability Specification\n                      . https:\/\/iabtechlab.com\/wp-content\/uploads\/2023\/02\/FINAL-DRAFT-PUBLIC-COMMENT-Open-Private-Join-Activation-IAB-Tech-Lab.pdf."},{"issue":"2021","key":"bibr48-20539517231203665","author":"Kant T","year":"2021","journal-title":"MIT Case Studies in Social and Ethical Responsibilities of Computing"},{"key":"bibr49-20539517231203665","volume-title":"After Third Party Tracking: Regulating the Harms of Behavioural Advertising Through Data Protection","author":"Keller P","year":"2022"},{"issue":"2022","key":"bibr50-20539517231203665","first-page":"21","author":"Kemp K","year":"2022","journal-title":"Competition Policy International TechReg Chronicle"},{"key":"bibr51-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1145\/3531146.3533116"},{"key":"bibr52-20539517231203665","unstructured":"Lawler R (2022) Google Delays Blocking Third-Party Cookies Again, Now Targeting Late 2024.\n                      The Verge\n                      , July 27. Available at: https:\/\/www.theverge.com\/2022\/7\/27\/23280905\/google-chrome-cookies-privacy-sandbox-advertising."},{"key":"bibr53-20539517231203665","unstructured":"Lomas N (2022) On Meta\u2019s \u2018Regulatory Headwinds and Adtech\u2019s Privacy Reckoning.\n                      TechCrunch\n                      , February 4. Available at: https:\/\/techcrunch.com\/2022\/02\/04\/on-metas-regulatory-headwinds-and-adtechs-privacy-reckoning\/."},{"key":"bibr54-20539517231203665","unstructured":"Lomas N (2023) Use of Meta Tracking Tools Found to Breach EU Rules on Data Transfers.\n                      TechCrunch\n                      , March 16. Available at: https:\/\/techcrunch.com\/2023\/03\/16\/meta-tracking-gdpr-data-transfer-breach\/."},{"key":"bibr55-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1177\/1461444820912544"},{"key":"bibr56-20539517231203665","doi-asserted-by":"publisher","DOI":"10.24908\/ss.v20i4.16009"},{"key":"bibr57-20539517231203665","unstructured":"McGee P (2021) Apple\u2019s Privacy Changes Create Windfall for Its Own Advertising Business.\n                      Financial Times\n                      , October 17."},{"key":"bibr58-20539517231203665","doi-asserted-by":"publisher","DOI":"10.7551\/mitpress\/13562.001.0001"},{"key":"bibr59-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1177\/14614448221099228"},{"key":"bibr60-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1080\/10253866.2019.1661246"},{"key":"bibr61-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1080\/01402382.2023.2184108"},{"key":"bibr62-20539517231203665","unstructured":"Mudd G (2021) Privacy-Enhancing Technologies and Building for the Future.\n                      Meta for Business\n                      (blog), August 11. Available at: https:\/\/www.facebook.com\/business\/news\/building-for-the-future (accessed 1 March 2023)."},{"key":"bibr63-20539517231203665","volume-title":"Meta\u2019s AI-Driven Advertising System Splits Marketers","author":"Murphy H","year":"2023"},{"key":"bibr64-20539517231203665","unstructured":"Meta (2022) Bring in the Holidays with Advantage+ Shopping Campaigns.\n                      Meta for Business\n                      (blog), October 26. Available at: https:\/\/www.facebook.com\/business\/news\/advantage-plus-holiday-shopping-campaigns."},{"key":"bibr65-20539517231203665","unstructured":"Nalpas M, White A (2021) Attribution Reporting.\n                      Chrome Developers\n                      (blog), May 18. Available at: https:\/\/developer.chrome.com\/docs\/privacy-sandbox\/attribution-reporting\/ (accessed 16 February 2023)."},{"key":"bibr66-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1177\/1461444818769694"},{"key":"bibr67-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1515\/9780804772891"},{"key":"bibr68-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1162\/DAED_a_00113"},{"key":"bibr69-20539517231203665","unstructured":"Norburn C (2022) Google\u2019s Ads Privacy Lead on Why It\u2019s Fighting to Save the Ad-Funded Internet.\n                      The Drum\n                      , September 23. Available at: https:\/\/www.thedrum.com\/opinion\/2022\/09\/23\/google-s-ads-privacy-lead-why-it-s-fighting-save-the-ad-funded-internet."},{"key":"bibr70-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1177\/1461444816661553"},{"key":"bibr71-20539517231203665","volume-title":"Legislating Privacy: Technology, Social Values, and Public Policy","author":"Regan PM","year":"1995"},{"key":"bibr72-20539517231203665","unstructured":"Satariano A (2023) Meta Fined $414 million After Ad Practices Ruled Illegal Under EU Law.\n                      New York Times\n                      , September 23. Available at: https:\/\/www.nytimes.com\/2023\/01\/04\/technology\/meta-facebook-eu-gdpr.html."},{"key":"bibr73-20539517231203665","unstructured":"Schiff A (2023) Meta is Betting on Three Acronyms: AI, ML and PETs.\n                      AdExchanger\n                      , February 2. Available at: https:\/\/www.adexchanger.com\/platforms\/meta-is-betting-on-three-acronyms-ai-ml-and-pets\/."},{"key":"bibr74-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1080\/17530350.2022.2159495"},{"key":"bibr75-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1080\/13501763.2022.2147578"},{"key":"bibr76-20539517231203665","volume-title":"Wait but Why? Rethinking Assumptions About Surveillance Advertising","author":"Slaughter RK","year":"2021"},{"issue":"2","key":"bibr77-20539517231203665","first-page":"357","volume":"117","author":"Solow-Niederman A","year":"2021","journal-title":"Northwestern University Law Review"},{"key":"bibr78-20539517231203665","first-page":"56","volume":"24","author":"Srinivasan D","year":"2020","journal-title":"Stanford Technology Law Review"},{"issue":"5","key":"bibr79-20539517231203665","first-page":"400","volume":"97","author":"Stucke ME","journal-title":"Notre Dame Law Review Reflection"},{"key":"bibr80-20539517231203665","unstructured":"Swant M (2023) From the FTC to SCOTUS, the Ad Tech World Has Its Hands Full of Privacy and Policy Issues.\n                      Digiday\n                      , February 20. 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Available at: https:\/\/netzpolitik.org\/2022\/future-of-online-advertising-adtechs-new-clothes-might-redefine-privacy-more-than-they-reform-profiling-cookies-meta-mozilla-apple-google\/."},{"key":"bibr88-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1017\/glj.2022.18"},{"key":"bibr89-20539517231203665","doi-asserted-by":"publisher","DOI":"10.1177\/20539517211034312"},{"key":"bibr90-20539517231203665","first-page":"367","volume":"35","author":"Wachter S","year":"2020","journal-title":"Berkeley Technology Law Journal"},{"key":"bibr91-20539517231203665","unstructured":"Wakabayashi D (2021) Google Delays a Privacy Change to Its Chrome Web Browser.\n                      New York Times\n                      , August 10. 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