DELINEATION OF RELEVANT MARKET STRUCTURE IN ONLINE SEARCH & ADVERTISEMENT EFFECTING COMPETITION LAW
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https://doi.org/10.55662/Abstract
One of the thorniest questions which competition authorities are increasingly confronted with is the extent to which traditional market definition tools can be used to assess the competitive dynamics of today’s knowledge-intensive, user-based internet search business. The question is challenging for two main reasons: firstly, the peculiarities of two-sided markets; and secondly the key role of user data in online search and advertising. This report mainly deals with starting from a description of the interrelationship between online search and advertising, the role of user data as the most valuable asset for future growth in the industry for e-commerce. Finally, it concludes with suggestions for product market definition.
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