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The Role of Data for Competition in Online Advertising

BY | June 29, 2023

Data being the lubricant of any interest-based advertising, control over access to data has become a central competitive factor in the advertising business; and a focal point of several antitrust…

Data being the lubricant of any interest-based advertising, control over access to data has become a central competitive factor in the advertising business; and a focal point of several antitrust investigations. The dependence of data on the part of a publisher, an advertiser or an ad tech intermediary depends significantly on the advertising format in question. This article outlines the relevance of data for competition on the various sub-markets of online advertising and their respective signi

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