CMA's Online Platforms and Digital Advertising Market Study - Webinar
VIEW LIVE from 1-2 pm on Tuesday 2 March
Digital advertising constitutes the main source of revenue in the "free" data-driven economy.
Despite the illusion of openness, accessibility and abundance of choice, this exponentially growing business model is characterised by duopolistic trends. Not only do two digital heavyweights (Facebook and Google) hold the lion’s share of this business, but also the dynamics of the development of digital advertising is unequivocally straightforward: the two leaders become stronger, accumulating more and more data and developing more and more nuanced microtargeting techniques making the emergence of any meaningful competitor highly unlikely.
This trend is reinvigorated by spill over effects on other areas of social life (starting from the downstream economic competition, political and media pluralism, intersection with political power or shaping individual tastes, preferences and views and ending with macroeconomic issues of tax-optimisation and resource allocation in the global digital race more generally).
It is against this background that the CMA has undertaken a very detailed, scrupulous, robust and informative market study, explicating various aspects of the problem and offering some really intriguing remedies.
The aim of the webinar is to discuss the most topical of them.