Substitution between offline and online advertising markets

Journal of Competition Law and Economics

Volumn 7, Issue 1, 2011, Pages 37-44

  Goldfarb, Avi ^a   Tucker, Catherine ^b  

^a UNIVERSITY OF TORONTO   (Canada)

^b MASSACHUSETTS INSTITUTE OF TECHNOLOGY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 79952390582     PISSN: 17446414     EISSN: 17446422     Source Type: Journal    
DOI: 10.1093/joclec/nhq034     Document Type: Article

References (19)

1. Commission Regulation 139/2004, Case No. COMP/M.5727 - Microsoft/Yahoo! Search Business (EC), ¶ 61 (Feb. 18, 2010), available at http://ec.europa.eu/competition/mergers/cases/decisions/M5727_20100218_20310_261202_EN.pdf; see also Commission Regulation 139/2004, Case No. COMP/M.4631 - Google/DoubleClick (EC) (Mar. 12, 2008), available at http://ec.europa.eu/competition/mergers/cases/decisions/m4731_20080311_20682_en.pdf.
2. FED. TRADE COMM N, STATEMENT OF FEDERALTRADE COMMISSION CONCERNING GOOGLE/DOUBLECLICK 7 (2008), http://www.ftc.gov/os/caselist/0710170/071220statement.pdf.
3. James D. Ratliff & Daniel L. Rubinfeld, Online Advertising: Defining Relevant Markets, 6 J. COMPETITION L. & ECON. 653, 675 (2010).
4. These are analyzed respectively in Avi Goldfarb & Catherine Tucker, Advertising Bans and the Substitutability of Online and Offline Advertising, 48 J. MARKETING RES. (forthcoming 2011) [hereinafter Goldfarb & Tucker, Advertising Bans].
5. Avi Goldfarb & Catherine Tucker, Search Engine Advertising: Substitution when Pricing Ads to Context, 57 MGMT. SCI. (forthcoming 2011) [hereinafter Goldfarb & Tucker, Search Engine Advertising].
6. Dennis W. Carlton, Does Antitrust Need to be Modernized?, 21 J. ECON PERSP. 155 (2007).
7. Commission Notice on the Definition of Relevant Market for the Purposes of Community Competition Law, 1997 O.J. (C 372) 5.
8. EUROPEAN COMM'N, DEFINITION OF RELEVANT MARKET, http://europa.eu/legislation_summaries/competition/firms/l26073_en.htm (last visited Dec. 14, 2010).
9. Benjamin Edelman, Michael Ostrovsky & Michael Schwarz, Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords, 97 AM. ECON. REV. 242 (2007).
10. This analysis is similar to the ideas recommended in CHARLES F. MANSKI, IDENTIFICATION PROBLEMS IN THE SOCIAL SCIENCES (Harvard Univ. Press 1995).
11. Robert Seamans & Feng Zhu, Technology Shocks in Multi-Sided Markets: The Impact of Craigslist on Local Newspapers (NET Inst., Working Paper No. 10-11, 2010), available at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1694622.
12. Erik Brynjolfsson, Yu (Jeffrey) Hu & Mohammad S. Rahman, Battle of the Retail Channels: How Product Selection and Geography Drive Cross-Channel Competition, 55 MGMT. SCI. 1755 (2009).
13. Chris Forman, Anindya Ghose & Avi Goldfarb, Competition Between Local and Electronic Markets: How the Benefit of Buying Online Depends on Where You Live, 55 MGMT. SCI. 47 (2009).
14. Jeonghye Choi & David R. Bell, Preference Minorities and the Internet, 48 J. MARKETING RES. (forthcoming 2011).
15. Jeffrey T. Prince, The Beginning of Online/Retail Competition and Its Origins: An Application to Personal Computers, 25 INT'L J. INDUS. ORG. 139 (2007).
16. Austan Goolsbee, In a World Without Borders: The Impact of Taxes on Internet Commerce, 115 Q. J. ECON. 561 (2000).
17. Glenn Ellison & Sara Fisher Ellison, Tax Sensitivity and Home State Preferences in Internet Purchasing, 1 AM. ECON. J: ECON. POL'Y 53 (2009).
18. Austan Goolsbee, Michael F. Lovenheim & Joel Slemrod, Playing with Fire: Cigarettes, Taxes, and Competition from the Internet, 2 AM. ECON. J: ECON. POL'Y 131 (2010).
19. Eric T. Anderson, Nathan Fong, Duncan Simester & Catherine Tucker, How Sales Taxes Affect Customer and Firm Behavior: The Role of Search on the Internet, 47 J. MARKETING RES. 229 (2010).