February 2008 -- (Presentation) Industry Background: In 2007, U.S. advertisers were expected for the first time to spend more on online advertising than on radio advertising. Source: eMarketer. U.S. online advertising revenues in 2007: were roughtly $17 billion, an increase of 35 percent over 2005 revenues. Source: Interactive Advertising Bureau.
The Inputs to an Online Ad: Suppliers of online advertising provide three primary inputs: (1) ad tools, (2) intermediation,
and (3) publisher tools. Ad tools: software packages that allow advertisers to manage inventory and produce ads. Intermediation: matching advertisers (buyers) to publishers (sellers) in an advertising marketplace: publishers, publishers’ direct sales forces, “ad networks networks” (resell publisher ad space), “ad exchanges exchanges” (match advertisers and publishers).
Citation
"Defining the Relevant Product Market for the Google-DoubleClick Merger" by Hal Singer & Robert Hahn (Feb. 1 2008), Quick Links: Merger Analysis in High Tech Markets Conference
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