Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 55-96 |
| Number of pages | 42 |
| Journal | European Competition Journal |
| Volume | 15 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 4 Feb 2019 |
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Keywords
- Online advertising
- display advertising
- advertisers
- publishers
- auctions
- ad exchange
- header bidding
- AMP
- ad tech
- big data
- competition law
- abuses of a dominant position
- exploitation
- vertical foreclosure
- self-preferencing
Cite this
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An EU competition law analysis of online display advertising in the programmatic age. / Geradin, Damien; Katsifis, Dimitrios.
In: European Competition Journal, Vol. 15, No. 1, 04.02.2019, p. 55-96.Research output: Contribution to journal › Article › Scientific › peer-review
TY - JOUR
T1 - An EU competition law analysis of online display advertising in the programmatic age
AU - Geradin, Damien
AU - Katsifis, Dimitrios
PY - 2019/2/4
Y1 - 2019/2/4
N2 - Online display advertising represents a large source of revenues for online publishers. Because of its vital importance for publishers and advertisers, competition in the advertising ecosystem is desirable. Yet, in the “programmatic” era, the sector is characterized by a high degree of opacity and some of its segments seem to be dominated by Google, with concerns being expressed that it may engage in anti-competitive strategies. Against this background, the purpose of this paper is to explore the display advertising ecosystem and discuss relevant competition law issues. It first discusses market definitions and shows that Google may be dominant on several ad tech markets and then describes how programmatic advertising functions in practice. Finally, the paper identifies several practices which may amount to abuse of a dominant position in breach of Article 102 TFEU.
AB - Online display advertising represents a large source of revenues for online publishers. Because of its vital importance for publishers and advertisers, competition in the advertising ecosystem is desirable. Yet, in the “programmatic” era, the sector is characterized by a high degree of opacity and some of its segments seem to be dominated by Google, with concerns being expressed that it may engage in anti-competitive strategies. Against this background, the purpose of this paper is to explore the display advertising ecosystem and discuss relevant competition law issues. It first discusses market definitions and shows that Google may be dominant on several ad tech markets and then describes how programmatic advertising functions in practice. Finally, the paper identifies several practices which may amount to abuse of a dominant position in breach of Article 102 TFEU.
KW - Online advertising
KW - display advertising
KW - advertisers
KW - publishers
KW - auctions
KW - ad exchange
KW - header bidding
KW - AMP
KW - ad tech
KW - big data
KW - Google
KW - competition law
KW - abuses of a dominant position
KW - exploitation
KW - vertical foreclosure
KW - self-preferencing
U2 - 10.1080/17441056.2019.1574440
DO - 10.1080/17441056.2019.1574440
M3 - Article
VL - 15
SP - 55
EP - 96
JO - European Competition Journal
JF - European Competition Journal
SN - 1744-1056
IS - 1
ER -