Online Advertising: Defining Relevant Markets

Rubinfeld, Daniel L.; Ratliff, James D.

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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); New York University (NYU) - Center for Law and Business

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: 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