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Online Advertising: Defining Relevant Markets

Author

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  • James D. Ratliff
  • Daniel L. Rubinfeld

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 one another and with offline advertising. We also ask whether various types of online ads are competitive with each other.

Suggested Citation

  • James D. Ratliff & Daniel L. Rubinfeld, 2010. "Online Advertising: Defining Relevant Markets," Journal of Competition Law and Economics, Oxford University Press, vol. 6(3), pages 653-686.
    • Handle: RePEc:oup:jcomle:v:6:y:2010:i:3:p:653-686.
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    File URL: http://hdl.handle.net/10.1093/joclec/nhq011
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    Citations

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    Cited by:

    1. Burguet, Roberto & Caminal, Ramon & Ellman, Matthew, 2015. "In Google we trust?," International Journal of Industrial Organization, Elsevier, vol. 39(C), pages 44-55.
    2. Budzinski, Oliver & Lindstädt-Dreusicke, Nadine, 2018. "The new media economics of video-on-demand markets: Lessons for competition policy," Ilmenau Economics Discussion Papers 116, Ilmenau University of Technology, Institute of Economics.
    3. Cédric Argenton & Jens Prüfer, 2012. "Search Engine Competition With Network Externalities," Journal of Competition Law and Economics, Oxford University Press, vol. 8(1), pages 73-105.
    4. Stolper, Karel C.F. & Boonen, Lieke H.H.M. & Schut, Frederik T. & Varkevisser, Marco, 2022. "Do health insurers use target marketing as a tool for risk selection? Evidence from the Netherlands," Health Policy, Elsevier, vol. 126(2), pages 122-128.
    5. Budzinski, Oliver & Lindstädt-Dreusicke, Nadine, 2019. "The new media economics of video-on-demand markets: Lessons for competition policy (updated version)," Ilmenau Economics Discussion Papers 125, Ilmenau University of Technology, Institute of Economics.
    6. Nadine Lindstädt & Oliver Budzinski, 2011. "Newspaper vs. Online Advertising – Is There a Niche for Newspapers in Modern Advertising Markets?," Working Papers 113/11, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
    7. Nadine Lindstädt & Oliver Budzinski, 2012. "Newspaper and Internet Display Advertising – Co-Existence or Substitution?," Working Papers 114/12, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
    8. Wei Zhou & Zidong Wang, 2020. "Competing for Search Traffic in Query Markets: Entry Strategy, Platform Design, and Entrepreneurship," Working Papers 20-12, NET Institute.
    9. Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
    10. UNGUREANU Andrei & POPESCU Doris-Louise, 2022. "Online Advertising - History, Evolution, And Challenges," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 74(3), pages 121-130, October.

    More about this item

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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