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Lennart Kraft

My interests comprise quantitative economics, online marketing, and consumer privacy. I research the interplay of privacy and profits in online advertising markets and the consequences of regulations, including privacy laws (e.g., GDPR), taxes (e.g., Digital Service Taxes), and industrial self-regulation (e.g., Differential Privacy). Methodologically, I build upon econometrics and machine learning in cross-sectional and longitudinal settings, often using extensive field data.

Affiliations:

  • Goethe University Frankfurt
  • Leibniz Institute for Financial Research SAFE
  • IZA Institute of Labor Economics

Topics

  • Online Advertising Markets
  • Privacy Laws
  • Digital Service Taxes
  • Consumer Privacy
  • Tracking, Profiling, and Targeting

Methods

  • Applied Econometrics
  • Predictive Machine Learning
  • Analytical Modelling
  • Textual Analysis
  • Process Automation

Skills

  • Data Analytics, Management, and Ethics
  • Computing via Stata, R, and Python
  • Statistics and Econometric Theory
  • Causality Identification
  • Webscraping

Publications

2022

  • Skiera, Bernd / Miller, Klaus M. / Jin, Yuxi / Kraft, Lennart / Laub, René / Schmitt, Julia, “The Impact of the General Data Protection Regulation on the Online Advertising Market“, Self-Publishing (forthcoming)

2021

2020

Selected Working Papers

  • Kraft, Lennart / Miller, Klaus M. / Skiera, Bernd, “Richness and Consistency of Consumer Profiles and Their Development over Time“, (Under Review at Journal of Marketing)
  • Kraft, Lennart, “Consequences of Taxing the Online Advertising Industry“, (Under Review at Marketing Science)
  • Kraft, Lennart, “The Price of Privacy for Online Advertising“, (Working Paper)
  • Skiera, Bernd / Kraft, Lennart, “Impact of Opt-In Permissions on the Amount of Tracking“, (Working Paper)
  • Kraft, Lennart / Skiera, Bernd, “Use of Legal Basis under GDPR“, (Working Paper)

 

Contact

Lennart Kraft

lennart.kraft@wiwi.uni-frankfurt.de

Address

Raum 1.202 im RuW-Gebäude
Theodor-W.-Adorno-Platz 4
D-60323 Frankfurt am Main