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The "Expert View" debate on the paper "The digital advertising market in the age of platforms".
The Chair proposed an online debate on 09 December 2021, in a short format (30 min), during which the key points of the note were recalled and an expert in digital issues reacted on its broad outlines to its author.
Speakers :
- Théophile Megali, auteur de la note - Chercheur associé de la Chaire et Chargé de mission "Marchés et solutions publicitaires" au Conseil Supérieur de l'Audiovisuel.
- Henri Isaac, expert du numérique discutant la note - Maître de conférences en management à Dauphine, Chercheur associé de la Chaire, Président du Think Tank "Renaissance numérique".
Moderator : Eric Brousseau, Directeur de la Chaire Gouvernance et Régulation
Abstract
The digital advertising market is experiencing very strong growth, in stark contrast to the much more mixed situation in the traditional media. A trio of well-known platforms (Google, Facebook and Amazon) are posting unprecedented levels of revenue and enjoy a prominent position in this market.
The Governance and Regulation Chair's GovReg Note published on this subject first looks at the genesis of this market and how it operates, summarised through a number of salient features (reign of the attention economy, omnipresence of data, automation of the buying/selling process), focusing on the model specific to the Google-Facebook-Amazon trio, generally summarised by the term 'walled garden'.
This GovReg Note also analyses the central position of these platforms in the technical architecture of the market, and the way in which this gives them a stronger hold on the establishment of collectively applied technical standards, to their advantage. In light of this situation, the paper explores a number of possible avenues for regulating the digital advertising market.
This note, written by Théophile Megali, is part of the GovReg Notes series from the Governance and Regulation Chair.
