elaborating on its key principles in the context of online advertising and offering practical guidance on how to apply these … businesses in four areas of online advertising: (i) misleading marketing practices; (ii) ad identification; (iii) endorsements …

set termination fees to induce fragmentation. This takes place when advertising revenues are potentially large but …. We therefore identify an important link between termination fees, the online advertising market and Internet … fragmentation. We extend the model to account for multi-homing consumers, vertically integrated ISPs, third-party advertising …