| 来源类型 | Discussion paper |
| 规范类型 | 论文 |
| 来源ID | DP13897 |
| DP13897 From Mad Men to Maths Men: Concentration and Buyer Power in Online Advertising | |
| Francesco Decarolis; Gabriele Rovigatti | |
| 发表日期 | 2019-07-28 |
| 出版年 | 2019 |
| 语种 | 英语 |
| 摘要 | This paper analyzes the impact of intermediary concentration on the allocation of revenues in online platforms. We study sponsored search documenting how advertisers increasingly bid through a handful of specialized intermediaries. This enhances automated bidding and data pooling, but lessens competition whenever the intermediary represents competing advertisers. Using data on nearly 40 million Google keyword auctions, we first apply machine learning algorithms to cluster keywords into thematic groups serving as relevant markets. Using an instrumental variable strategy, we estimate a decline in the platform's revenues of approximately 11 percent due to the average rise in concentration associated with intermediary M&A activity. |
| 主题 | Industrial Organization |
| 关键词 | Buyer power Concentration Online advertising Platforms Sponsored search |
| URL | https://cepr.org/publications/dp13897-0 |
| 来源智库 | Centre for Economic Policy Research (United Kingdom) |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/542775 |
| 推荐引用方式 GB/T 7714 | Francesco Decarolis,Gabriele Rovigatti. DP13897 From Mad Men to Maths Men: Concentration and Buyer Power in Online Advertising. 2019. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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