Online Platforms and Digital Advertising market study, Appendix M: Intermediation in open display advertising 2020 (CMA)

A research paper from the CMA

• From: Competition and Markets Authority
• Published: 25 March 2022

• Category: Ad hoc research
• Original publisher: Competition and Markets Authority
• Research area: Advertising and marketing, Financial services, Media and entertainment, Retail and digital commerce, Technology
• Research topic: Adtech, Advertising spend, Application programming interface, Artificial intelligence, Audio and radio, Cloud computing, Data privacy, access and control, General and vertical search, Measuring advertising effectiveness, News and publishing, Online retail, Personalisation algorithm, Privacy enhancing technology, Social media and instant messaging, TV, video and on-demand
• Research publish date: 1 July 2020

Abstract

This appendix discusses intermediation in open display advertising. It sets out an overview of advertising intermediation, the competitive dynamics within the market segment, as well as a range of issues identified including in relation to the use of data, transparency, potential conflicts of interests, leveraging of market power, and the likely development of the market segment over the next two to three years.

Citation

CMA, Online Platforms and Digital Advertising market study, Appendix M: Intermediation in open display advertising (2020) [online] Accessible at: Appendix M: intermediation in open display advertising (PDF, 949KB) [Accessed 10 February 2022]

Link

https://www.gov.uk/cma-cases/online-platforms-and-digital-advertising-market-study#final-report

Published 25 March 2022