, prices are zero - "free." On the other side of the market, Facebook's and Google's revenues are derived from advertising … advertised, - Increasing prices to consumers beyond the cost of advertising via the market power of the remaining firms in the …

setup differentiated platforms compete in advertising and offer consumers a service free of charge (such as a TV program …) that is financed through advertising. We show that advertising can exhibit the properties of a strategic substitute or … complement. Surprisingly, there exist cases in which platforms benefit from market entry. Moreover, we show that from a welfare …

setup differentiated platforms compete in advertising and offer consumers a service free of charge (such as a TV program …) that is financed through advertising. We show that advertising can exhibit the properties of a strategic substitute or … complement. Surprisingly, there exist cases in which platforms benefit from market entry. Moreover, we show that from a welfare …

viewer fees. We show that the equilibrium advertising level is inefficiently high. We also demonstrate that entry of a … competition "either or both." A central result is that platform ownership does not affect advertising levels, despite nontrivial … platform leads to an increase in the advertising level if viewers' preferences for the platforms are negatively correlated …

economic theory prescribes that the advertising volume can be optimally reduced by levying a tax on ads. However, making use of … recent advances in the theory of Industrial Organization and two-sided markets we show that taxing ads may be …

, accounting for multi-homing helps to recognize complementarity between products; on the advertising side, it allows to measure to … what extent advertising demand depends on the shares of exclusive and overlapping readers. …

, accounting for multi-homing helps to recognize complementarity between products; on the advertising side, it allows to measure to … what extent advertising demand depends on the shares of exclusive and overlapping readers. …

, magazines, newspapers, the Internet, and television (the illustrative example henceforth). Most advertising expenditures are … incurred for these media. They are also mainly supported by advertising revenue. Early work stressed possible market failures … sides are coordinated by broadcasters (or “platforms”) that choose ad levels and program types, and advertising finances the …

This chapter focuses on the economic mechanisms at work in recent models of advertising finance in media markets …, and to clarify the conceptual aspects. The chapter first develops a canonical model of two-sided markets for advertising … advertising markets, and concrete issues such as congestion and second-degree discrimination. The second part is devoted to recent …

economic theory prescribes that the advertising volume can be optimally reduced by levying a tax on ads. However, making use of … recent advances in the theory of Industrial Organization and two-sided markets we show that taxing ads may be …