Do Consumers Benefit from Concentration in the New Economy?: A Review of Google's Mergers, Acquisitions, and Arrangements

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Do Consumers Benefit from Concentration in the New Economy?: A Review of Google's Mergers, Acquisitions, and Arrangements

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Beschorner, Patrick Frank Ern

Abstract

Within the last three years, Google has acquired YouTube and DoubleClick and has attempted to control part of Yahoo!'s search advertising business. Two of the deals have not raised antitrust concerns by competition authorities. I review these deals with a focus on consumer welfare. Consumers are affected by being on one side of a multisided platform. Provided that better matches of search ads are beneficial, I demonstrate that the mergers may have positive effects for consumers through better matches between users and search ads. However, this does not substitute an in-depth antitrust assessment of the deals. --

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Paper provided by ZEW - Zentrum fÃ¼r EuropÃ¤ische Wirtschaftsforschung / Center for European Economic Research in its series ZEW Discussion Papers with number 08-121.

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Date of creation: 2008
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Handle: RePEc:zbw:zewdip:7511

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Find related papers by JEL classification:
K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
L42 - Industrial Organization - - Antitrust Issues and Policies - - - Vertical Restraints; Resale Price Maintenance; Quantity Discounts
M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
L41 - Industrial Organization - - Antitrust Issues and Policies - - - Monopolization; Horizontal Anticompetitive Practices

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Volker Nocke & Martin Peitz & Konrad Stahl, 2007. "Platform Ownership," Journal of the European Economic Association, MIT Press, vol. 5(6), pages 1130-1160, December. [Downloadable!] (restricted)
Other versions:
- Volker Nocke & Martin Peitz & Konrad Stahl, 2004. "Platform Ownership," Discussion Papers 16, SFB/TR 15 Governance and the Efficiency of Economic Systems, Free University of Berlin, Humboldt University of Berlin, University of Bonn, University of Mannheim, University of Munich. [Downloadable!]
- Nocke, Volker & Peitz, Martin & Stahl, Konrad O., 2004. "Platform Ownership," CEPR Discussion Papers 4657, C.E.P.R. Discussion Papers. [Downloadable!] (restricted)
- Volker Nocke & Martin Peitz & Konrad Stahl, 2004. "Platform Ownership," PIER Working Paper Archive 04-029, Penn Institute for Economic Research, Department of Economics, University of Pennsylvania. [Downloadable!]
David S. Evans, 2008. "The Economics of the Online Advertising Industry," Review of Network Economics, Concept Economics, vol. 7(3), pages 359-391, September. [Downloadable!]
Lars Persson, 2005. "The Failing Firm Defense," Journal of Industrial Economics, Blackwell Publishing, vol. 53(2), pages 175-201, 06. [Downloadable!] (restricted)
Clark, Derek J & Riis, Christian, 1998. "Competition over More Than One Prize," American Economic Review, American Economic Association, vol. 88(1), pages 276-89, March. [Downloadable!] (restricted)
Benjamin Edelman & Michael Ostrovsky & Michael Schwarz, 2005. "Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords," NBER Working Papers 11765, National Bureau of Economic Research, Inc. [Downloadable!] (restricted)
Other versions:
- Benjamin Edelman & Michael Ostrovsky & Michael Schwarz, 2007. "Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords," American Economic Review, American Economic Association, vol. 97(1), pages 242-259, March. [Downloadable!]

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