Competing Quality Conventions in the French Online Advertising Market

Jean-Samuel Beuscart () and Kevin Mellet ()
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Jean-Samuel Beuscart: LATTS - Laboratoire Techniques, Territoires et Sociétés - UPEM - Université Paris-Est Marne-la-Vallée - ENPC - École nationale des ponts et chaussées - CNRS - Centre National de la Recherche Scientifique
Kevin Mellet: CSI i3 - Centre de Sociologie de l'Innovation i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique

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Abstract: This paper builds upon an empirical study of suppliers of online advertising space in France in order to highlight the plurality of quality conventions that organize the activity of market intermediaries. We show that the market is organized around two different quality conventions, the ‘media' convention and the ‘direct-response' convention, each equipped with specific efficiency indicators, pricing methods and selling channels. Then we focus on the growing conflict of territory between the two conventions; we analyse the balance of power between the conventions and the arenas where they compete. We observe that the collective action of the defenders of the traditional world is not (yet) sufficient to contain the pervasiveness of the indicators and metrics from the world of direct-response.

Keywords: quality conventions; market; valuation; quality; conventions; price; advertising; Internet; french online advertising market (search for similar items in EconPapers)
Date: 2013
Note: View the original document on HAL open archive server: https://enpc.hal.science/hal-00946749v1
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Citations: View citations in EconPapers (2)

Published in Journal of Cultural Economy, 2013, 6 (4), pp.402 - 418. ⟨10.1080/17530350.2013.772068⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00946749

DOI: 10.1080/17530350.2013.772068

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