Competition in the Digital Advertising Market

28 Pages Posted: 19 Nov 2020

See all articles by Catherine E. Tucker

Catherine E. Tucker

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

Date Written: November 11, 2020

Abstract

Digital platforms have attracted unparalleled recent interest from antitrust and competition authorities. Many digital platforms are free to consumers and are supported by advertising. Given this, the question of how advertisers approach and allocate advertising matters for understanding the potential competitive implications of digital platforms. The topic of digital advertising and competition is vast, so in this paper I focus on analyzing a very simple question-what drives advertisers to substitute across advertising venues, and what barriers might exist to an advertiser switching or substituting between advertising venues?

Suggested Citation

Tucker, Catherine E., Competition in the Digital Advertising Market (November 11, 2020). The Global Antitrust Institute Report on the Digital Economy 19, Available at SSRN: https://ssrn.com/abstract=3733720 or http://dx.doi.org/10.2139/ssrn.3733720

Catherine E. Tucker (Contact Author)

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

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HOME PAGE: http://cetucker.scripts.mit.edu

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