IDEAS home Printed from https://ideas.repec.org/p/tse/wpaper/125021.html
   My bibliography  Save this paper

Data, Targeted Advertising and Quality of Journalism: The Case of Accelerated Mobile Page (AMP)

Author

Listed:
  • Jeon, Doh-Shin
  • Yan, Jun

Abstract

This paper studies how newspapers’ adoption of Google’s Accelerated Mobile Pages (AMP), which is a publishing format that enables instant loading of web pages in mobile browsers, changes data allocation and thereby newspapers’ incentive to invest in quality journalism when consumer data are used for targeted advertising. The adoption of AMP allows Google to obtain consumer data from AMP articles and to combine it with other sources of consumer data to improve the targeting of the advertisements served by Google on other websites. Even if such data combination increases static efficiency, it can reduce dynamic efficiency when it lowers the ad revenue per newspaper traffic, thereby reducing the quality of journalism. Newspapers face a collective action problem as a newspaper’s adoption of AMP generates negative externalities to other newspapers through search ranking and data leakage. By leveraging its market power in search and ad intermediation, Google can induce newspapers to adopt AMP. We provide policy remedies which eliminate the externalities. Our remedies are relevant to current regulatory interventions to make Google pay for displaying newspapers’ content.

Suggested Citation

  • Jeon, Doh-Shin & Yan, Jun, 2020. "Data, Targeted Advertising and Quality of Journalism: The Case of Accelerated Mobile Page (AMP)," TSE Working Papers 20-1171, Toulouse School of Economics (TSE), revised Apr 2022.
    • Handle: RePEc:tse:wpaper:125021
    as

    Download full text from publisher

    File URL: https://www.tse-fr.eu/sites/default/files/TSE/documents/doc/wp/2020/wp_tse_1171.pdf
    File Function: Full Text
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Attila Ambrus & Emilio Calvano & Markus Reisinger, 2016. "Either or Both Competition: A "Two-Sided" Theory of Advertising with Overlapping Viewerships," American Economic Journal: Microeconomics, American Economic Association, vol. 8(3), pages 189-222, August.
    2. Anna D’Annunzio & Antonio Russo, 2020. "Ad Networks and Consumer Tracking," Management Science, INFORMS, vol. 66(11), pages 5040-5058, November.
    3. Chrysanthos Dellarocas & Zsolt Katona & William Rand, 2013. "Media, Aggregators, and the Link Economy: Strategic Hyperlink Formation in Content Networks," Management Science, INFORMS, vol. 59(10), pages 2360-2379, October.
    4. Damien Geradin & Dimitrios Katsifis, 2019. "An EU competition law analysis of online display advertising in the programmatic age," European Competition Journal, Taylor & Francis Journals, vol. 15(1), pages 55-96, January.
    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. Evensen, Charlotte Bjørnhaug & Haugen, Atle, 2021. "The impact of targeting technologies and consumer multi-homing on digital platform competition," Discussion Paper Series in Economics 13/2021, Norwegian School of Economics, Department of Economics.
    2. Peitz, Martin & Reisinger, Markus, 2014. "The Economics of Internet Media," Working Papers 14-23, University of Mannheim, Department of Economics.
    3. D'Annunzio, Anna & Russo, Antonio, 2015. "Net Neutrality and internet fragmentation: The role of online advertising," International Journal of Industrial Organization, Elsevier, vol. 43(C), pages 30-47.
    4. Alexandre de Cornière & Greg Taylor, 2019. "A model of biased intermediation," RAND Journal of Economics, RAND Corporation, vol. 50(4), pages 854-882, December.
    5. Joshua S. Gans, 2022. "The Specialness of Zero," Journal of Law and Economics, University of Chicago Press, vol. 65(1), pages 157-176.
    6. Liberini, Federica & Redoano, Michela & Russo, Antonio & Cuevas, Angel & Cuevas, Ruben, 2018. "Politics in the Facebook Era Evidence from the 2016 US Presidential Elections," CAGE Online Working Paper Series 389, Competitive Advantage in the Global Economy (CAGE).
    7. Affeldt, P. & Argentesi, E. & Filistrucchi, Lapo, 2021. "Estimating Demand with Multi-Homing in Two-Sided Markets," Other publications TiSEM 1317bf39-d02e-4f61-a34f-e, Tilburg University, School of Economics and Management.
    8. Simon P. Anderson & Øystein Foros & Hans Jarle Kind, 2019. "The importance of consumer multihoming (joint purchases) for market performance: Mergers and entry in media markets," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 28(1), pages 125-137, January.
    9. Jullien, Bruno & Pavan, Alessandro, 2013. "Platform Pricing under Dispersed Information," IDEI Working Papers 793, Institut d'Économie Industrielle (IDEI), Toulouse.
    10. de Cornière, Alexandre & Taylor, Greg, 2022. "Data and Competition: a Simple Framework with Applications to Mergers and Market Structure," CEPR Discussion Papers 14446, C.E.P.R. Discussion Papers.
    11. Gomes, Renato & Pavan, Alessandro, 2019. "Price Customization and Targeting in Matching Markets," CEPR Discussion Papers 12936, C.E.P.R. Discussion Papers.
    12. Paul Belleflamme & Martin Peitz, 2018. "Platforms and network effects," Chapters, in: Luis C. Corchón & Marco A. Marini (ed.), Handbook of Game Theory and Industrial Organization, Volume II, chapter 11, pages 286-317, Edward Elgar Publishing.
    13. Yannis Bakos & Hanna Halaburda, 2020. "Platform Competition with Multihoming on Both Sides: Subsidize or Not?," Management Science, INFORMS, vol. 66(12), pages 5599-5607, December.
    14. Anderson, Simon P. & Peitz, Martin, 2020. "Media see-saws: Winners and losers in platform markets," Journal of Economic Theory, Elsevier, vol. 186(C).
    15. Burguet, Roberto & Caminal, Ramon & Ellman, Matthew, 2015. "In Google we trust?," International Journal of Industrial Organization, Elsevier, vol. 39(C), pages 44-55.
    16. Torben Stühmeier, 2019. "Media market concentration and pluralism," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 28(2), pages 247-259, April.
    17. Susan Athey & Emilio Calvano & Joshua S. Gans, 2018. "The Impact of Consumer Multi-homing on Advertising Markets and Media Competition," Management Science, INFORMS, vol. 64(4), pages 1574-1590, April.
    18. Takanori Adachi & Susumu Sato & Mark J. Tremblay, 2023. "Platform Oligopoly with Endogenous Homing: Implications for Mergers and Free Entry," Journal of Industrial Economics, Wiley Blackwell, vol. 71(4), pages 1203-1232, December.
    19. Gary Biglaiser & Emilio Calvano & Jacques Crémer, 2019. "Incumbency advantage and its value," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 28(1), pages 41-48, January.
    20. Alexandre de Cornière, 2016. "Search Advertising," American Economic Journal: Microeconomics, American Economic Association, vol. 8(3), pages 156-188, August.

    More about this item

    Keywords

    Targeted Advertising; Data Combination; Data Leakage; Quality; of Journalism; Search Engine;
    All these keywords.

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • L12 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Monopoly; Monopolization Strategies
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:tse:wpaper:125021. 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: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/tsetofr.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.