How Intermediaries Entrench Google’s Position in the Advertising Display Market
Document Type
Book Chapter
Publication Date
2022
Abstract
From the Introduction
Chapter 7
This chapter discusses the anticompetitive market for online display advertising. It discusses how Google has established numerous intermediaries to advantage itself, exclude competition and harm consumers. It summarises the nature of a display advertising market in which Google intermediaries preference one another across the ad tech stack in order to acquire, maintain and solidify Google’s monopoly positions. As a result of Google’s monopolies, the take rates of Google intermediaries reflect monopoly pricing behaviour, leaving publishers with far less revenue than they deserve, and advertising spending far less than they should. It suggests that the relationship between Google intermediaries is the key to understanding how the display advertising market is fundamentally broken.
Recommended Citation
Alford, Roger P., "How Intermediaries Entrench Google’s Position in the Advertising Display Market" (2022). Book Chapters. 135.
https://scholarship.law.nd.edu/book_chapters/135
Publication Information
in Intermediaries in Commercial Law 137 (Paul S Davies & Tan Cheng-Han eds., 2022).