Abstract
Online advertising is the fuel of the digital economy. Yet despite the industry’s gigantic growth, the lion’s share is captured by a handful of digital platforms, leaving a small share of revenue for publishers, further reduced by commissions charged by ad tech companies. Against this background, the purpose of this paper is to introduce the reader to the online display advertising ecosystem and explore whether Google, widely considered the dominant ad tech company, engages in conduct warranting antitrust scrutiny.
| Original language | English |
|---|---|
| Article number | 90967 |
| Number of pages | 10 |
| Journal | Concurrences |
| Volume | 2019 |
| Issue number | 3 |
| Publication status | Published - 1 Sept 2019 |
Keywords
- European Union
- Unilateral Practices
- Principle of transparency
- Relevant market
- Investigations/Inquiries
- Competition policy
- Economic analysis
- Dominance (notion)
- Dominance (abuse)
- Online platforms
- Advertising
- Big Tech