ONLINE ADVERTISING: DEFINING RELEVANT MARKETS

被引：17

作者：

Ratliff, James D. ^{[1
]}

Rubinfeld, Daniel L. ^{[2
]}

机构：

[1] Compass Lexecon, Oakland, CA USA

[2] Univ Calif Berkeley, Berkeley, CA USA

来源：

JOURNAL OF COMPETITION LAW & ECONOMICS | 2010年 / 6卷 / 03期

关键词：

D O I：

10.1093/joclec/nhq011

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：653 / 686

页数：34