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Opening the Black Box: An Analysis of Google’s Behavior in Search and Display Advertising Using Large-Scale Datasets

BY | October 12, 2020

This article summarizes three quantitative pieces of analysis using large transaction-level datasets that the CMA undertook in a recent market study into online platforms and digital advertising. These are: a…

This article summarizes three quantitative pieces of analysis using large transaction-level datasets that the CMA undertook in a recent market study into online platforms and digital advertising. These are: a comparison of Google and Bing’s search advertising prices; an analysis of Google’s fees from providing advertising intermediation services; and an assessment of the value of targeting digital advertising through the use of third-party cookies. We find that Google’s search advertising

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