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Substitution between Offline and Online Advertising Markets


Avi Goldfarb


University of Toronto - Rotman School of Management

Catherine Tucker


Massachusetts Institute of Technology (MIT) - Management Science (MS)
November 30, 2010


Abstract:     
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, L86

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Date posted: December 7, 2010  

Suggested Citation

Goldfarb, Avi and Tucker, Catherine, Substitution between Offline and Online Advertising Markets (November 30, 2010). Available at SSRN: http://ssrn.com/abstract=1721001 or http://dx.doi.org/10.2139/ssrn.1721001

Contact Information

Avi Goldfarb
University of Toronto - Rotman School of Management ( email )
105 St. George Street
Toronto, Ontario M5S 3E6
Canada
416-946-8604 (Phone)
416-978-5433 (Fax)
Catherine Tucker (Contact Author)
Massachusetts Institute of Technology (MIT) - Management Science (MS) ( email )
Cambridge, MA 02142
United States
HOME PAGE: http://cetucker.scripts.mit.edu
Feedback to SSRN (Beta)


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