Abstract

http://ssrn.com/abstract=1089073
 
 

References (35)



 
 

Citations (1)



 


 



Defining Markets that Involve Multi-Sided Platform Businesses: An Empirical Framework with an Application to Google's Purchase of DoubleClick


David S. Evans


University of Chicago Law School; University College London; Global Economics Group

Michael D. Noel


University of California, San Diego

November 2007

Reg-Markets Center Working Paper No. 07-18

Abstract:     
A multi-sided platform (MSP) serves as an intermediary for two or more groups of customers who are linked by indirect network effects. Recent research has found that MSPs are significant in many industries and that some standard economic results - such as the Lerner Index - do not apply to them, in material ways, without some significant modification to take linkages between the multiple sides into account. This article extends several key tools used for the analysis of mergers to situations in which one or more of the suppliers are MSPs. It shows that the application of traditional tools to mergers involving MSPs results in biases the direction of which depends on the particular tool being used and other conditions. It also extends these tools to the analysis of the merger of MSPs. The techniques are illustrated with an application to an acquisition by Google in the online advertising industry.

Number of Pages in PDF File: 47

working papers series





Download This Paper

Date posted: February 4, 2008  

Suggested Citation

Evans, David S. and Noel, Michael D., Defining Markets that Involve Multi-Sided Platform Businesses: An Empirical Framework with an Application to Google's Purchase of DoubleClick (November 2007). Reg-Markets Center Working Paper No. 07-18. Available at SSRN: http://ssrn.com/abstract=1089073 or http://dx.doi.org/10.2139/ssrn.1089073

Contact Information

David S. Evans (Contact Author)
University of Chicago Law School ( email )
1111 E. 60th St.
Chicago, IL 60637
United States
University College London ( email )
London WC1E OEG
United Kingdom
Global Economics Group ( email )
1400 S. Dearborn, Suite 400
Chicago, IL 60603
United States
Michael D. Noel
University of California, San Diego ( email )
9500 Gilman Drive
Mail Code 0502
La Jolla, CA 92093-0502
United States
Feedback to SSRN


Paper statistics
Abstract Views: 1,326
Downloads: 369
Download Rank: 6,693
References:  35
Citations:  1

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo4 in 0.281 seconds