Mobile Apps and Targeted Advertising: Competitive Effects of Data Sharing
研究了iOS限制应用间数据共享对市场的影响，发现该限制使应用平均新下载量减少3.96%，主要影响依赖第三方数据的大应用和缺乏自有数据的小开发者，但长期可能增强大应用的主导地位。
Abstract This paper examines the impact of data sharing among mobile apps, leveraging iOS’s policy that limits tracking users using identifiers. We find that this restriction decreases average new downloads by 3.96%. The effect is primarily driven by large apps that heavily rely on third-party data to acquire users (resulting in overlapping effects), and developers who lack first-party data (resulting in a lack of information advantage). However, new app introductions, particularly by first-time developers, decrease following the restriction, implying that large incumbent apps may gain increased dominance in the long run and offset their reduction in market concentration from user acquisition.