Substitution between Offline and Online Advertising Markets
11 Pages Posted: 7 Dec 2010
Date Written: 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.
Keywords: Antitrust, Online Advertising, Offline Advertising, Market Definition
JEL Classification: M37, M38, L86
Suggested Citation: Suggested Citation