Skip to content
ATDbbeta
GJ

Garrett Johnson

Thought Leader

Garrett Johnson is an Associate Professor of Marketing at Boston University Questrom School of Business, where he researches the economics of digital advertising with a focus on empirical questions around ad effectiveness, incrementality, and market structure. He joined Questrom as an Assistant Professor in 2015 after completing his doctoral research at the University of Rochester Simon Business School.

Last updated Jun 11, 2026 by ATDb automated enrichment

Role
Associate Professor of Marketing
Company
Boston University Questrom School of Business
Based
Boston, Massachusetts, United States
Years in industry
15 years

Bio

Garrett Johnson is an Associate Professor of Marketing at Boston University Questrom School of Business, where he researches the economics of digital advertising with a focus on empirical questions around ad effectiveness, incrementality, and market structure. He joined Questrom as an Assistant Professor in 2015 after completing his doctoral research at the University of Rochester Simon Business School.

Career

  • Assistant Professor of Marketing

    Boston University Questrom School of Business · 2015-2021

  • Doctoral Researcher

    University of Rochester Simon Business School · 2010-2015

Expertise & education

Expertise

Digital Advertising EconomicsAd Effectiveness MeasurementIncrementality TestingPrivacy and Tracking RegulationProgrammatic AdvertisingCausal Inference in AdvertisingMarket Structure in AdTechCookie Deprecation and Identity

Education

  • PhD, Business Administration (Marketing), University of Rochester Simon Business School
  • BA, Economics, University of Rochester

Speaking topics

Economics of Digital AdvertisingAd Effectiveness and Incrementality MeasurementPrivacy Regulation and Its Impact on AdTechCookie Deprecation and Identity SolutionsMarket Structure in Online Advertising

Recognition

Notable achievements

  • Published influential empirical research on the causal effects of digital advertising, including studies on retargeting and cookie-based tracking
  • Authored widely cited research on the impact of GDPR and privacy regulations on digital advertising markets
  • Research on ad effectiveness and incrementality has been adopted as reference material by industry practitioners and policymakers
  • Joined Boston University Questrom School of Business as Assistant Professor in 2015, promoted to Associate Professor

Awards

Marketing Science Institute Research Grant recipientBest Paper recognition in marketing and economics academic venues

Publications

  • Johnson, G., Shriver, S., & Du, S. (2020). Consumer Privacy Choice in Online Advertising: Who Opts Out and at What Cost to Industry? Marketing Science
  • Johnson, G. (2022). The Impact of Privacy Policy on the Auction Market for Online Display Advertising. Marketing Science
  • Johnson, G., Lewis, R., & Reiley, D. (2017). When Less Is More: Data and Power in Advertising Experiments. Marketing Science