Study on the competition conditions in the online advertising sector in Spain

Comisión Nacional de los Mercados y la Competencia (CNMC) (dp.estudios@cnmc.es)
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Comisión Nacional de los Mercados y la Competencia (CNMC): Comisión Nacional de los Mercados y la Competencia (CNMC)

Colección Estudios de Mercado from Comisión Nacional de los Mercados y la Competencia (CNMC)

Abstract: The study analyzes the competitive conditions in the online advertising sector in Spain and offers a series of recommendations to improve the functioning of this market from the perspective of competition and efficient regulation. Online advertising is key to competition as it allows advertisers to reach their consumers. It is also the main source of funding for content on the Internet and is one of the most important revenue streams for large digital platforms. A more competitive functioning of the advertising industry will help start-ups and innovators to better communicate their messages. This would increase the efficiency of the whole economy.

Keywords: Competition; Online advertising; Digital advertising; Digitization; Data; Regulation (search for similar items in EconPapers)
JEL-codes: K21 L40 L82 L86 (search for similar items in EconPapers)
Pages: 170 pages
Date: 2021-07-07
New Economics Papers: this item is included in nep-com, nep-dem, nep-law, nep-pay and nep-reg
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Persistent link: https://EconPapers.repec.org/RePEc:awo:epaper:e/cnmc/002/2019_eng

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