Substitution between Offline and Online Advertising Markets

Goldfarb, Avi; Tucker, Catherine E.

doi:10.2139/ssrn.1721001

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Substitution between Offline and Online Advertising Markets

11 Pages Posted: 7 Dec 2010

See all articles by Avi Goldfarb

Avi Goldfarb

University of Toronto - Rotman School of Management

Catherine E. Tucker

Massachusetts Institute of Technology (MIT) - Management Science (MS)

Date Written: 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.

Keywords: Antitrust, Online Advertising, Offline Advertising, Market Definition

JEL Classification: M37, M38, L86

Suggested Citation: Suggested Citation

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