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

3ème Webinaire de la 6ème édition de la Conférence “Global Antitrust Economics” organisé par Concurrences, en partenariat avec Cornerstone Research, Meta et White & Case, avec Eliana Garces-Tolon (Director in the Economic Policy group, Meta), Scott Hemphill (Professor, NYU School of Law), Chris Jenkins (Economics Director, UK Competition and Markets Authority), James Killick (Partner, White & Case), Jeffrey Prince (Professor and Chair of Business Economics and Public Policy, Kelley School of Business, Indiana University) et Tommaso Valletti (Professor of Economics, Imperial College London).

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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.

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  • UK Competition & Markets Authority - CMA (London)
  • Indiana University Bloomington
  • New York University
  • Imperial College London
  • Analysis Group (Washington)
  • White & Case (Brussels)