Journal Article

ONLINE ADVERTISING: DEFINING RELEVANT MARKETS

James D. Ratliff and Daniel L. Rubinfeld

in Journal of Competition Law & Economics

Volume 6, issue 3, pages 653-686
Published in print September 2010 | ISSN: 1744-6414
Published online August 2010 | e-ISSN: 1744-6422 | DOI: http://dx.doi.org/10.1093/joclec/nhq011
ONLINE ADVERTISING: DEFINING RELEVANT MARKETS

Show Summary Details

Preview

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.

Keywords: L86

Journal Article.  15341 words.  Illustrated.

Subjects: Services

Full text: subscription required

How to subscribe Recommend to my Librarian

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.