Platform Power in the Video Advertising Ecosystem

Broughton Micova, S. & Jacques, S. (2020). Platform power in the video advertising ecosystem. Internet Policy Review, 9(4). DOI: 10.14763/2020.4.1506

28 Pages Posted: 7 Dec 2020

See all articles by Sally Broughton Micova

Sally Broughton Micova

University of East Anglia; Center on Regulation in Europe (CERRE); Institute for Communications Studies

Sabine Jacques

University of East Anglia (UEA)/CCP

Date Written: 2020

Abstract

Platform power is a societal concern on many levels. Thus, we argue that addressing it with the common market competition approach is limited. The research we present aims to develop and test an alternative approach to conceptualizing and assessing platform power. We propose a framework that operationalizes the concept of the integrated platform ecosystem by bounding it with theories of harm to citizen wellbeing. Applying it, instead of defining a market, we use a specific, novel theory of harm to define the audiovisual advertising ecosystem. Our investigation into the dynamics of this ecosystem and conditions shaping them incorporated elite interviews with representatives of firms involved, document analysis and an examination of legal frameworks in a sample of four European jurisdictions. The evidence we present points to an inherent bias in the opacity of trading and to systemic advantage in relationship building, as well as potential power imbalances at ‘nodes’ where data is used for targeting, planning, and metrics. We discuss the policy implications of these findings and suggest specific questions for regulators to be asking.

Keywords: Online Platforms, Platforms, Platform Ecosystems, Media Regulation, Competition Policy, Advertising

JEL Classification: k23, L40, L82, L86, M37, M38, Z18

Suggested Citation

Broughton Micova, Sally and Jacques, Sabine, Platform Power in the Video Advertising Ecosystem (2020). Broughton Micova, S. & Jacques, S. (2020). Platform power in the video advertising ecosystem. Internet Policy Review, 9(4). DOI: 10.14763/2020.4.1506 , Available at SSRN: https://ssrn.com/abstract=3710709

Sally Broughton Micova (Contact Author)

University of East Anglia ( email )

UEA
Norwich Research Park
Norwich, Norfolk NR47TJ
United Kingdom

Center on Regulation in Europe (CERRE) ( email )

Rue de l'Industrie 42
Brussels, 1040
Belgium

Institute for Communications Studies ( email )

Jurij Gagarin 17
Skopje, 1000
Macedonia

HOME PAGE: http://https://iks.edu.mk/en/home/

Sabine Jacques

University of East Anglia (UEA)/CCP ( email )

Norwich Research Park
Norwich, Norfolk NR4 7TJ
United Kingdom

HOME PAGE: http://https://research-portal.uea.ac.uk/en/persons/sabine-jacques

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