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Competing Quality Conventions in the French Online Advertising Market

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  • Jean-Samuel Beuscart

    (LATTS - Laboratoire Techniques, Territoires et Sociétés - UPEM - Université Paris-Est Marne-la-Vallée - ENPC - École des Ponts ParisTech - CNRS - Centre National de la Recherche Scientifique)

  • Kevin Mellet

    (CSI i3 - Centre de Sociologie de l'Innovation i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper builds upon an empirical study of suppliers of online advertising space in France in order to highlight the plurality of quality conventions that organize the activity of market intermediaries. We show that the market is organized around two different quality conventions, the ‘media' convention and the ‘direct-response' convention, each equipped with specific efficiency indicators, pricing methods and selling channels. Then we focus on the growing conflict of territory between the two conventions; we analyse the balance of power between the conventions and the arenas where they compete. We observe that the collective action of the defenders of the traditional world is not (yet) sufficient to contain the pervasiveness of the indicators and metrics from the world of direct-response.

Suggested Citation

  • Jean-Samuel Beuscart & Kevin Mellet, 2013. "Competing Quality Conventions in the French Online Advertising Market," Post-Print hal-00946749, HAL.
    • Handle: RePEc:hal:journl:hal-00946749
    DOI: 10.1080/17530350.2013.772068
    Note: View the original document on HAL open archive server: https://enpc.hal.science/hal-00946749
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    References listed on IDEAS

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    1. Lucien Karpik, 2010. "Valuing the Unique: The Economics of Singularities," Economics Books, Princeton University Press, edition 1, number 9215.
    2. Evans David S., 2008. "The Economics of the Online Advertising Industry," Review of Network Economics, De Gruyter, vol. 7(3), pages 1-33, September.
    3. Hollis, Nigel, 2005. "Ten Years of Learning on How Online Advertising Builds Brands," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 255-268, June.
    4. Fabian Muniesa, 2011. "A flank movement in the understanding of valuation," Post-Print halshs-00706767, HAL.
    5. George A. Akerlof, 1970. "The Market for "Lemons": Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 84(3), pages 488-500.
    6. François Eymard-Duvernay, 1989. "Conventions de qualité et formes de coordination," Revue Économique, Programme National Persée, vol. 40(2), pages 329-360.
    7. Lohtia, Ritu & Donthu, Naveen & Hershberger, Edmund K., 2003. "The Impact of Content and Design Elements on Banner Advertising Click-through Rates," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 410-418, December.
    8. repec:hal:spmain:info:hdl:2441/1u4ael0gba89u9tc82qa554gij is not listed on IDEAS
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    Cited by:

    1. Philip Roscoe & Barbara Townley, 2016. "Unsettling issues: valuing public goods and the production of matters of concern," Journal of Cultural Economy, Taylor & Francis Journals, vol. 9(2), pages 121-126, April.
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