title:: How Digital Advertising Markets Really Work url:: https://prospect.org/economy/digital-advertising-markets-really-work/ author: [[@Dina Srinivasan]] output: tags:: topic: # Notes - Google and Facebook dominance not limited to social networks. It is in advertising markets. - Overall online market is growing, but outside Google and Facebook the market will shrink by 11 percent (2019) - Typically publishers would not share ad info with each other for competitive reasons, but the way ad markets are structured this information needs to be shared with Facebook and Google. - Publishers and ad industry cannot compete with them since they can track billions of users across the world. - Google and Facebook don't just make money from selling ads on their properties. - Competition kept Facebook privacy practices in check. Myspace, Orkut. In 2007 Facebook had to back off after backlash against proposed police changes to track users outside Facebook. Went ahead with this after Google killed Orkut in 2014. 'Facebook's antitrust patters have everything to do with privacy' - They are now using the language of privacy to protect their market positions. - Refers to Josh Hawley's Do Not Track where users can opt into a registry <!-- not convinced --> - Looking under the hood to understand ad markets is required for better understanding of the antitrust issues. # Further References - [[202103311201 - The Antitrust Case Against Facebook]] - [[202103311226 - Why Google Dominates Advertising Markets]] - [[202103311337 - Why Privacy Is an Antitrust Issue - The New York Times]]