, 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 …

Approximately 86% of online display advertising space in the U.S. is bought and sold in real-time on electronic trading … venues, which the industry calls "advertising exchanges." With intermediaries that route buy and sell orders, the structure … of the ad market is similar to the structure of electronically traded financial markets. In advertising, a single company …