ONLINE ADVERTISING: DEFINING RELEVANT MARKETS

James D. Ratliff and Daniel L. Rubinfeld

Journal of Competition Law and Economics, 2010, vol. 6, issue 3, 653-686

Abstract: 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.

JEL-codes: L86 (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:oup:jcomle:v:6:y:2010:i:3:p:653-686.

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Journal of Competition Law and Economics is currently edited by Nicholas Economides, Amelia Fletcher, Michal Gal, Damien Geradin, Ioannis Lianos and Tommaso Valletti

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