Journal Article

SUBSTITUTION BETWEEN OFFLINE AND ONLINE ADVERTISING MARKETS

Avi Goldfarb and Catherine Tucker

in Journal of Competition Law & Economics

Volume 7, issue 1, pages 37-44
Published in print March 2011 | ISSN: 1744-6414
Published online February 2011 | e-ISSN: 1744-6422 | DOI: http://dx.doi.org/10.1093/joclec/nhq034
SUBSTITUTION BETWEEN OFFLINE AND ONLINE ADVERTISING MARKETS

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Online advertising is increasingly subject to antitrust scrutiny. Despite this scrutiny, in their 2010 article in this Journal, James Ratliff and Daniel Rubinfeld emphasized that there is a lack of empirical analysis on whether the large offline advertising market disciplines the online advertising market. In this comment, we summarize recent empirical work in economics that begins to fill this void by showing an effect of offline market restrictions on online advertising markets.

Keywords: M37; M38; L86

Journal Article.  3050 words. 

Subjects: Marketing ; Services

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