Renault, Régis - Université Paris-Dauphine (Paris IX) - 2014
A monopoly platform hosts advertisers who compete on a market for horizontally differentiated products. These products … advertising reduces the platform's attractiveness but enhances advertisers' market power. If ads are uninformative, the platform … optimally attracts only niche advertising. This is however not feasible if search costs cannot be made su ciently low, in which …