Monday, August 23, 2010
Posted by D. Daniel Sokol
James D. Ratliff (Compass Lexecon) and Daniel L. Rubinfeld (Berkeley Law) discuss Online Advertising: Defining Relevant Markets.
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.