Platforms and Advertising: Implications of Digital Advertising for Competition and Consumer Protection

In a world where digital providers increasingly rely on ‘free-mium’ business models to attract and engage customers, advertising has become a dominant revenue stream for many firms. The antitrust analysis of competition for advertisers is particularly dynamic and complex, involving an understanding of cutting-edge, data-driven technologies and the economics of multi-sided platforms, with implications for the definition of relevant markets and the analysis of market power. The discussion will focus on the competition law analysis of advertising markets, while discussing implications for communications and technology law, and consumer protection regulation as well.

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