Data-driven conglomerate mergers

Daniele Condorelli and Jorge Padilla

Chapter 11 in Research Handbook on Data, Privacy and Competition Law, 2025, pp 266-278 from Edward Elgar Publishing

Abstract: This chapter examines the competitive implications of mergers motivated by the intent to combine data across markets. Typically, these mergers involve an online platform, operating in an advertising market (the “primary market”), either a search engine or a social network, acquiring a firm in a data-rich market (the “secondary market”). Data from consumers in the secondary market is combined with that from the primary market to enhance targeted advertising. We argue that the motivation to combine data across markets has been a driving force behind many acquisitions undertaken by online advertising platforms in recent years. These data-driven mergers have attracted the scrutiny of competition authorities, yet their effects remain largely uncharted. We survey the limited economic literature on the subject and derive policy implications.

Keywords: Behavioral advertising; Conglomerate mergers; Data; Merger control (search for similar items in EconPapers)
Date: 2025
ISBN: 9781802202328
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