Projects per year
Abstract
Platform power is a societal concern on many levels. Thus, we argue that addressing it with the common market competition approach is limited. The research we present aims to develop and test an alternative approach to conceptualising and assessing platform power. We propose a framework that operationalises the concept of the integrated platform ecosystem by bounding it with theories of harm to citizen wellbeing. Applying it, instead of defining a market, we use a specific, novel theory of harm to define the audiovisual advertising ecosystem. Our investigation into the dynamics of this ecosystem and conditions shaping them incorporated elite interviews with representatives of firms involved, document analysis and an examination of legal frameworks in a sample of four European jurisdictions. The evidence we present points to an inherent bias in the opacity of trading and to systemic advantage in relationship building, as well as potential power imbalances at ‘nodes’ where data is used for targeting, planning, and metrics. We discuss the policy implications of these findings and suggest specific questions for regulators to be asking.
Original language | English |
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Pages (from-to) | 1-28 |
Number of pages | 28 |
Journal | Internet Policy Review: Journal on Internet Regulation |
Volume | 9 |
Issue number | 4 |
DOIs | |
Publication status | Published - 13 Oct 2020 |
Keywords
- Online platforms
- Platforms
- Platform ecosystems
- Media regulation
- Competition policy
- Advertising
Profiles
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Sally Broughton Micova
- School of Politics, Philosophy and Area Studies - Associate Professor in Communications, Policy & Politics
- Centre for Competition Policy - Member
- East Centre: UEA Centre for the Study of East Central Europe and the Former Soviet Space - Member
- Policy & Politics - Member
- Politics & International Relations - Member
Person: Research Group Member, Research Centre Member, Academic, Teaching & Research
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Sabine Jacques
- School of Law - Honorary Associate Professor
- Centre for Competition Policy - Member
- Competition, Markets and Regulation - Member
Person: Honorary, Research Group Member, Research Centre Member
Projects
- 1 Finished
-
The playing field in audiovisual advertising: What does it look like and who’s playing?
Broughton Micova, S. & Jacques, S.
Centre on Regulation in Europe
13/06/18 → 31/03/19
Project: Research