Substitution between Offline and Online Advertising Markets
University of Toronto - Rotman School of Management
Massachusetts Institute of Technology (MIT) - Management Science (MS)
November 30, 2010
Online advertising is increasingly subject to antitrust scrutiny, but there is a lack of empirical analysis on whether the large offline advertising market disciplines the online advertising market. Here, we summarize two empirical analyses that begin to fill this void by showing an effect of offline advertising on online advertising.
Number of Pages in PDF File: 11
Keywords: Antitrust, Online Advertising, Offline Advertising, Market Definition
JEL Classification: M37, M38, L86working papers series
Date posted: December 7, 2010
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