Online Advertising: Defining Relevant Markets

Journal of Competition Law and Economics, 2010

24 Pages Posted: 4 Jan 2011

See all articles by Daniel L. Rubinfeld

Daniel L. Rubinfeld

University of California at Berkeley - School of Law; National Bureau of Economic Research (NBER); NYU Law School

James D. Ratliff

Compass Lexecon

Date Written: January 2, 2011

Abstract

This paper provides an overview of the development of Internet advertising. We offer a broad overview of both online and offline advertising and the economic models that allow one to evaluate competition among advertisers. We focus on the extent to which various types of online advertising compete with each other and with offline advertising. We also ask whether various types of online ads are competitive with each other.

Keywords: advertising, market definition

JEL Classification: L86

Suggested Citation

Rubinfeld, Daniel L. and Ratliff, James D., Online Advertising: Defining Relevant Markets (January 2, 2011). Journal of Competition Law and Economics, 2010. Available at SSRN: https://ssrn.com/abstract=1734015

Daniel L. Rubinfeld (Contact Author)

University of California at Berkeley - School of Law ( email )

215 Boalt Hall
Berkeley, CA 94720-7200
United States
(510) 642-1959 (Phone)
(510) 642-3767 (Fax)

HOME PAGE: http://www.law.berkeley.edu/faculty/rubinfeldd

National Bureau of Economic Research (NBER)

1050 Massachusetts Avenue
Cambridge, MA 02138
United States

NYU Law School ( email )

44 West Fourth Street, Suite 9-53
New York, NY 10012-1126
United States
(212) 992 8834 (Phone)

James D. Ratliff

Compass Lexecon ( email )

United States

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