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Online-Werbung: Wettbewerb und Verbraucherschutz kommen zu kurz

Author

Listed:
  • Georg Erber
  • Marco Mundelius

Abstract

Die Aufwendungen für Online-Werbung sind in den vergangenen Jahren rasant gewachsen. Ihr Anteil am gesamten deutschen Werbemarkt lag 2007 bei sieben Prozent und die Tendenz zeigt weiter steil nach oben. Der Versuch von Microsoft, den weltweit zweitgrößten Suchmaschinenbetreiber, Yahoo, zu übernehmen, ist auch ein Hinweis darauf, welches große Potential in diesem Markt gesehen wird. Gleichzeitig erscheint es immer dringlicher, die rechtlichen Möglichkeiten zur Verhinderung der missbräuchlichen Nutzung personenspezifischer Informationen zu verbessern. Hinzu kommen wettbewerbspolitische Probleme, da es bei Online-Werbung, insbesondere beim Suchwort-Marketing, bereits zu einer hohen Marktkonzentration gekommen ist. Neben Missbrauchsaufsicht und Fusionskontrolle sind offene Schnittstellen und Standards wichtige Instrumente, um den Marktzutritt zu ermöglichen.

Suggested Citation

  • Georg Erber & Marco Mundelius, 2008. "Online-Werbung: Wettbewerb und Verbraucherschutz kommen zu kurz," DIW Wochenbericht, DIW Berlin, German Institute for Economic Research, vol. 75(9), pages 85-90.
  • Handle: RePEc:diw:diwwob:75-9-1
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    More about this item

    Keywords

    Online-marketing; Anti-trust; Merger control; Privacy issues;

    JEL classification:

    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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