SUBSTITUTION BETWEEN OFFLINE AND ONLINE ADVERTISING MARKETS
Journal of Competition Law & EconomicsPublished 2 February 2011Open access
Avi Goldfarb, Catherine E. Tucker
Citations24
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Abstract
Online advertising is increasingly subject to antitrust scrutiny. Despite this scrutiny, in their 2010 article in this Journal, James Ratliff and Daniel Rubinfeld emphasized that there is a lack of empirical analysis on whether the large offline advertising market disciplines the online advertising market. In this comment, we summarize recent empirical work in economics that begins to fill this void by showing an effect of offline market restrictions on online advertising markets.
Keywords
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