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Study on the competition conditions in the online advertising sector in Spain

Author

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  • Comisión Nacional de los Mercados y la Competencia (CNMC)

    (Comisión Nacional de los Mercados y la Competencia (CNMC))

Abstract

The study analyzes the competitive conditions in the online advertising sector in Spain and offers a series of recommendations to improve the functioning of this market from the perspective of competition and efficient regulation. Online advertising is key to competition as it allows advertisers to reach their consumers. It is also the main source of funding for content on the Internet and is one of the most important revenue streams for large digital platforms. A more competitive functioning of the advertising industry will help start-ups and innovators to better communicate their messages. This would increase the efficiency of the whole economy.

Suggested Citation

  • Comisión Nacional de los Mercados y la Competencia (CNMC), 2021. "Study on the competition conditions in the online advertising sector in Spain," Colección Estudios de Mercado E/CNMC/002/2019_ENG, Comisión Nacional de los Mercados y la Competencia (CNMC).
    • Handle: RePEc:awo:epaper:e/cnmc/002/2019_eng
    as

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    File URL: https://www.cnmc.es/sites/default/files/3696007_1.pdf
    File Function: English version
    Download Restriction: no
    File URL: https://www.cnmc.es/sites/default/files/3626347_16.pdf
    File Function: Spanish version
    Download Restriction: no
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    More about this item

    Keywords

    Competition; Online advertising; Digital advertising; Digitization; Data; Regulation;
    All these keywords.

    JEL classification:

    • L40 - Industrial Organization - - Antitrust Issues and Policies - - - General
    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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