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Competing Quality Conventions in the French Online Display Advertising Market

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  • Jean-Samuel Beuscart
  • Kevin Mellet

Abstract

This paper builds upon an empirical study of suppliers of online advertising space in France in order to highlight the plurality of quality conventions that organize the activity of market intermediaries. We show that the market is organized around two different quality conventions, the 'media' convention and the 'direct-response' convention, each equipped with specific efficiency indicators, pricing methods and selling channels. Then we focus on the growing conflict of territory between the two conventions; we analyse the balance of power between the conventions and the arenas where they compete. We observe that the collective action of the defenders of the traditional world is not (yet) sufficient to contain the pervasiveness of the indicators and metrics from the world of direct-response.

Suggested Citation

  • Jean-Samuel Beuscart & Kevin Mellet, 2013. "Competing Quality Conventions in the French Online Display Advertising Market," Journal of Cultural Economy, Taylor & Francis Journals, vol. 6(4), pages 402-418, November.
    • Handle: RePEc:taf:jculte:v:6:y:2013:i:4:p:402-418
    DOI: 10.1080/17530350.2013.772068
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    1. Lucien Karpik, 2010. "Valuing the Unique: The Economics of Singularities," Economics Books, Princeton University Press, edition 1, number 9215.
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    Cited by:

    1. Philip Roscoe & Barbara Townley, 2016. "Unsettling issues: valuing public goods and the production of matters of concern," Journal of Cultural Economy, Taylor & Francis Journals, vol. 9(2), pages 121-126, April.
    2. El Hana, Nadr & Mercanti-Guérin, Maria & Sabri, Ouidade, 2023. "Cookiepocalypse: What are the most effective strategies for advertisers to reshape the future of display advertising?," Technological Forecasting and Social Change, Elsevier, vol. 188(C).

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