Why google dominates advertising market
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Why google dominates advertising market
Why Google Dominates Advertising MarketsCompetition Policy Should Lean on thePrinciples of Financial Market RegulationDina Srinivasan*■Since leaving t Why google dominates advertising market the industry, and authoring The Antitrust Case Against Facebook, I continue to research and write about the high-tech industry and competition, now as a fellow with Yale University's antitrust initiative, the Thurman Arnold Project. Separately, I have advised and consulted on antitrust matters, incl Why google dominates advertising market uding tor news publishers whose interests are in conflict with Google’s. This Article is not squarely about antitrust, though it is about Google's conWhy google dominates advertising market
duct in advertising markets, and the idea for writing a piece like this first germinated in 2014. At that time. Wall Street was up in arms about a booWhy Google Dominates Advertising MarketsCompetition Policy Should Lean on thePrinciples of Financial Market RegulationDina Srinivasan*■Since leaving t Why google dominates advertising market speed trading in the news, giving many of US in advertising pause to appreciate the parallels between our market and trading in financial markets. Since then, I have noted how problems related to speed and data can distort competition in other electronic trading markets, how lawmakers have monitore Why google dominates advertising market d these markets for conduct they frown upon in equities trading, but how advertising has largely remained off the same radar. This Article elaboratesWhy google dominates advertising market
on these observations and curiosities. 1 am indebted to and thank the many journalists that painstakingly reported on industry conduct, the researcherWhy Google Dominates Advertising MarketsCompetition Policy Should Lean on thePrinciples of Financial Market RegulationDina Srinivasan*■Since leaving t Why google dominates advertising market d the Institute for New Economic Thinking for helping to fund the research this project entailed. 1 remain deeply grateful to the many scholars that generously shared their feedback, comments, and insight, often on matters well outside of my area of expertise: Eric Budish, Kevin Haeberle, Scott Hemp Why google dominates advertising market hill, Michael Kearns, Lina Khan, Jonathan Macey, Doug Melamed, John Morley, Gabriel Rauterberg, Thomas Philippon, Marc Rotenberg, Ashkan Soltani, andWhy google dominates advertising market
Chester Spatt, amongst others. I also warmly thank John Schwall and Rick Arney for helping me to better appreciate the parallels to financial markets,Why Google Dominates Advertising MarketsCompetition Policy Should Lean on thePrinciples of Financial Market RegulationDina Srinivasan*■Since leaving t Why google dominates advertising market egal research assistance, and the editors at the Sr ANfORD Technology Law Review for outstanding editorial support. The views and errors therein are my own.ironic copy available at. https;//ssm.com/abstract=350091956STANFORD Technology Law review Vol. 24:124 STAN. TECH. L. Rev. 55 (2020)ABSTRACTAppr Why google dominates advertising market oximately 86% of online display advertising space in the U.S. is bought and sold ilt real-time on electronic trading venues, which the industry callsWhy google dominates advertising market
“advertising exchanges." With intermediaries that route buy and sell orders, the structure of the ad market is similar to the structure of electronicaWhy Google Dominates Advertising MarketsCompetition Policy Should Lean on thePrinciples of Financial Market RegulationDina Srinivasan*■Since leaving t Why google dominates advertising market leading intermediaries that buyers and sellers go through to trade. At the same time, Google itself is one of the largest sellers of ad space globally. This Article explains how Google dominates advertising markets by engaging in conduct that lawmakers prohibit in other electronic trading markets: Why google dominates advertising market Google's exchange shares superior trading information and speed with the Google-owned intermediaries, Google steers buy and sell orders to its exchangWhy google dominates advertising market
e and websites (Search & YouTube), and Google abuses its access to inside information. In the market for electronically traded equities, we require exWhy Google Dominates Advertising MarketsCompetition Policy Should Lean on thePrinciples of Financial Market RegulationDina Srinivasan*■Since leaving t Why google dominates advertising market osures to help police the market. Because ads now trade on electronic trading venues too, should we borrow these three competition principles to protect the integrity of advertising?Electronic copy available at. https.//ssm.com/abstract=3500919Fall 2020 WHY Google Dominates advertising Markets 57Tab Why google dominates advertising market le OF ContentsI.I.NIROIJIJCIION...................................................58II.El IX IRONIÍTrading Markiis....................................Why google dominates advertising market
..f>9A.Advertising Market Reflects the structure of an Electronic TradingMarket..........................................................69B.Common CoWhy Google Dominates Advertising MarketsCompetition Policy Should Lean on thePrinciples of Financial Market RegulationDina Srinivasan*■Since leaving t Why google dominates advertising market Online advertising Markets by engaging inCONDUCT Lawmakers i’ROl IIBIT IN OTÍIER ELECTRONIC TRADINGMarki is...........................................................SilA.Google Has Information and Speed Advantages...................881Google Acquires Leading Ad Server Doubleclick...............882 Why google dominates advertising market Doubleclick Ad Server Starts to Play Favorites When Sharing UserIdentity.....................................................94.5. Google Owned IntermWhy google dominates advertising market
ediaries Have an Information Advantage onGoogle's Exchange.................................. ......984Consumer Privacy Offered as Reason for InformWhy Google Dominates Advertising MarketsCompetition Policy Should Lean on thePrinciples of Financial Market RegulationDina Srinivasan*■Since leaving t Why google dominates advertising market ............................................. 107B.Discriminatory Routing of Orders and More Speed Races.........1171Routing Orders to Google's Exchange and Owned Properties...1172Market Creates Invention to Circumvent Routing Restrictions andSet Own Speeds...................................... Why google dominates advertising market ...... 127Why Google Dominates Advertising MarketsCompetition Policy Should Lean on thePrinciples of Financial Market RegulationDina Srinivasan*■Since leaving tWhy Google Dominates Advertising MarketsCompetition Policy Should Lean on thePrinciples of Financial Market RegulationDina Srinivasan*■Since leaving tGọi ngay
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