Global Antitrust Economics #3 Advertising Markets : Is the Current Ecosystem Stimulating Competition ?

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SYNTHÈSE

Scott Hemphill moderated the discussion.

Chris Jenkins underlined that in the UK several competition issues can be identified when looking at the market. Based on analysis in the CMA’s 2020 market study into online platforms and digital advertising, there is a strong concentration of advertising expenditure. For example, Google accounts for more than 90% of search advertising revenues. The CMA found that Google’s advertising prices are higher than their competitor Bing’s, by 30-40% on a like-for-like basis. Similarly, the CMA found that Facebook Group accounted for a significant share of display advertising revenues and earned a higher revenue per user than rival platforms. In addition, there is also a lack of dynamic competition and innovation in core services in these markets.