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Why Google Dominates Advertising Markets

analyse - 26 novembre 2020

lire sur le site originel >>> (SSRN)

Approximately 86% of online display advertising space in the U.S. is bought and sold in real-time on electronic trading venues, which the industry calls "advertising exchanges." With intermediaries that route buy and sell orders, the structure of the ad market is similar to the structure of electronically traded financial markets. In advertising, a single company, Alphabet (“Google”), simultaneously operates the leading trading venue, as well as the leading intermediaries that buyers and (...)



Mots-clés de l'article

domination - publicité - Alphabet - BigData - Google - GoogleSearch - marketing - ssrn.com - YouTube -

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