"GDPR enforcement was associated with a 17% increase in concentration among website technology vendors during the first week of enforcement in 2018."
Johnson, Shriver, and Goldberg found that websites disproportionately dropped smaller technology vendors after GDPR enforcement, raising relative vendor-market concentration by 17% in the short term. This 2022 working paper documents the effect that the authors later examined in their 2023 Management Science publication, with longer-lasting impacts in advertising technology.
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