Twenty-five years of privacy in advertising: a bibliometric analysis and thematic review
Published in International Journal of Advertising, 2025
This study provides a comprehensive analysis of 25 years of research on privacy in advertising using a hybrid approach that combines bibliometric analysis and qualitative thematic review. Based on 389 articles from the Web of Science and Scopus databases, the study identifies key research trends, influential contributions, and emerging themes in the field. The findings reveal significant growth in privacy-focused advertising research, particularly since 2019, highlighting the interdisciplinary nature of the field and suggesting future research directions for addressing evolving privacy challenges in digital advertising.
Recommended citation: Çınar, N., & Yahya, A. (2026). "Twenty-five years of privacy in advertising: a bibliometric analysis and thematic review." International Journal of Advertising, 45(5), 1284-1320.
Download Paper