Demand for regulation. Investigation into the online advertising market and its self-regulation

Chair Research

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Author(s) Théophile Megali
Publication type Thesis

24 June 2020

Pre-dating the rise of the modern market economy, advertising has found all its uses and is now an object of fascination, attraction and rejection. Advertising has taken over the walls of our towns and cities, the spaces between radio and television programmes, and the screens of our computers and telephones. It is concerned with our preferences and tastes, with our tolerance of it and with its own effectiveness. 

In its digital version, advertising is deployed on different terminals (the computer, the smartphone, the tablet, but also increasingly on digital billboards or television, for example) but uses a specific addressing channel. For ease of reference, we will use the terms 'Internet advertising', 'online advertising' and more rarely 'digital advertising', to avoid this literal translation as far as possible.

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