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Substitution Between Offline And Online Advertising Markets


  • Avi Goldfarb
  • Catherine Tucker


Online advertising is increasingly subject to antitrust scrutiny. Despite this scrutiny, in their 2010 article in this Journal, James Ratliff and Daniel Rubinfeld emphasized that there is a lack of empirical analysis on whether the large offline advertising market disciplines the online advertising market. In this comment, we summarize recent empirical work in economics that begins to fill this void by showing an effect of offline market restrictions on online advertising markets.

Suggested Citation

  • Avi Goldfarb & Catherine Tucker, 2011. "Substitution Between Offline And Online Advertising Markets," Journal of Competition Law and Economics, Oxford University Press, vol. 7(1), pages 37-44.
  • Handle: RePEc:oup:jcomle:v:7:y:2011:i:1:p:37-44.

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    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software


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