Cookie Consent Has Disparate Impact on Estimation Accuracy

Cookies are designed to enable more accurate identification and tracking of user behavior, in turn allowing for more personalized ads and better performing ad campaigns. Given the additional information that is recorded, questions related to privacy and fairness naturally arise. How does a user's consent decision influence how much the system can learn about their demographic and tastes? Is the impact of a user's consent decision on the recommender system's ability to learn about their latent attributes uniform across demographics? We investigate these questions in the context of an engagement-driven recommender system using simulation.