Online Advertising: Defining Relevant Markets

@article{Rubinfeld2010OnlineAD,
  title={Online Advertising: Defining Relevant Markets},
  author={Daniel L. Rubinfeld and James D. Ratliff},
  journal={eBusiness \& eCommerce eJournal},
  year={2010}
}
This paper provides an overview of the development of Internet advertising. We offer a broad overview of both online and offline advertising and the economic models that allow one to evaluate competition among advertisers. We focus on the extent to which various types of online advertising compete with each other and with offline advertising. We also ask whether various types of online ads are competitive with each other. 

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