IDEAS home Printed from https://ideas.repec.org/p/spo/wpmain/infohdl2441-20mo2m90qf95s9lpanf6s6uho5.html
   My bibliography  Save this paper

Competing Quality Conventions in the French Online Advertising Market

Author

Listed:
  • Jean Samuel Beuscart

    (Orange Labs)

  • Kevin Mellet

    (Département Sociology and Economics of networks and Services (SENSE))

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," Sciences Po publications info:hdl:2441/20mo2m90qf9, Sciences Po.
    • Handle: RePEc:spo:wpmain:info:hdl:2441/20mo2m90qf95s9lpanf6s6uho5
    as

    Download full text from publisher

    File URL: https://spire.sciencespo.fr/hdl:/2441/20mo2m90qf95s9lpanf6s6uho5/resources/2013-beuscart-mellet-competing-quality-conventions-in-the-french-online-display-advertising-market.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lucien Karpik, 2010. "Valuing the Unique: The Economics of Singularities," Economics Books, Princeton University Press, edition 1, number 9215.
    2. 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.
    3. 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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jean-Samuel Beuscart & Kevin Mellet, 2013. "Competing Quality Conventions in the French Online Advertising Market," Post-Print hal-00946749, HAL.
    2. repec:hal:spmain:info:hdl:2441/20mo2m90qf95s9lpanf6s6uho5 is not listed on IDEAS
    3. Beckert, Jens & Rössel, Jörg & Schenk, Patrick, 2014. "Wine as a cultural product: Symbolic capital and price formation in the wine field," MPIfG Discussion Paper 14/2, Max Planck Institute for the Study of Societies.
    4. Camille Chaserant & Sophie Harnay, 2013. "The regulation of quality in the market for legal services: Taking the heterogeneity of legal services seriously," European Journal of Comparative Economics, Cattaneo University (LIUC), vol. 10(2), pages 267-291, August.
    5. Carter, Elizabeth, 2015. "Constructing quality: Producer power, market organization, and the politics of high value-added markets," MPIfG Discussion Paper 15/9, Max Planck Institute for the Study of Societies.
    6. Rössel, Jörg & Beckert, Jens, 2012. "Quality classifications in competition: Price formation in the German wine market," MPIfG Discussion Paper 12/3, Max Planck Institute for the Study of Societies.
    7. Kornberger, Martin & Pflueger, Dane & Mouritsen, Jan, 2017. "Evaluative infrastructures: Accounting for platform organization," Accounting, Organizations and Society, Elsevier, vol. 60(C), pages 79-95.
    8. Tina Haisch & Max-Peter Menzel, 2019. "Temporary Markets in a Global Economy: An Example of Three Basel Art Fairs," PEGIS geo-disc-2019_14, Institute for Economic Geography and GIScience, Department of Socioeconomics, Vienna University of Economics and Business.
    9. Kim Oosterlinck & Anne-Sophie Radermecker, 2019. "“The Master of …”: creating names for art history and the art market," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 43(1), pages 57-95, March.
    10. Kornberger Martin & Pflueger Dane & Mouritsen Jan, 2017. "Evaluative infrastructures : Accounting for platform organization," Post-Print hal-02276737, HAL.
    11. Oliver Hahl & Jaekyung Ha, 2020. "Committed Diversification: Why Authenticity Insulates Against Penalties for Diversification," Organization Science, INFORMS, vol. 31(1), pages 1-22, January.
    12. Anne-Sophie V. E. Radermecker, 2019. "Artworks without names: an insight into the market for anonymous paintings," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 43(3), pages 443-483, September.
    13. Assaf Razin & Efraim Sadka & Chi-Wa Yuen, 1999. "An Information-Based Model of Foreign Direct Investment: The Gains from Trade Revisited," International Tax and Public Finance, Springer;International Institute of Public Finance, vol. 6(4), pages 579-596, November.
    14. Tisdell, Clem, 2014. "Information Technology's Impacts on Productivity, Welfare and Social Change: Second Version," Economic Theory, Applications and Issues Working Papers 195701, University of Queensland, School of Economics.
    15. Konduru, Srinivasa & Kalaitzandonakes, Nicholas G. & Magnier, Alexandre, 2009. "GMO Testing Strategies and Implications for Trade: A Game Theoretic Approach," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49594, Agricultural and Applied Economics Association.
    16. König, Philipp J. & Pothier, David, 2018. "Safe but fragile: Information acquisition, sponsor support and shadow bank runs," Discussion Papers 15/2018, Deutsche Bundesbank.
    17. Andrea Attar & Thomas Mariotti & François Salanié, 2021. "Entry-Proofness and Discriminatory Pricing under Adverse Selection," American Economic Review, American Economic Association, vol. 111(8), pages 2623-2659, August.
    18. Reynolds, Travis & Kolodinsky, Jane & Murray, Byron, 2012. "Consumer preferences and willingness to pay for compact fluorescent lighting: Policy implications for energy efficiency promotion in Saint Lucia," Energy Policy, Elsevier, vol. 41(C), pages 712-722.
    19. Ginger Zhe Jin & Andrew Kato & John A. List, 2010. "That’S News To Me! Information Revelation In Professional Certification Markets," Economic Inquiry, Western Economic Association International, vol. 48(1), pages 104-122, January.
    20. Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January.
    21. Villas-Boas, Sofia B, 2020. "Reduced Form Evidence on Belief Updating Under Asymmetric Information," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt08c456vk, Department of Agricultural & Resource Economics, UC Berkeley.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spo:wpmain:info:hdl:2441/20mo2m90qf95s9lpanf6s6uho5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Spire @ Sciences Po Library (email available below). General contact details of provider: https://edirc.repec.org/data/ecspofr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.