Simulating media platform mergers

Autor: Jiekai Zhang, Marc Ivaldi
Přispěvatelé: Toulouse School of Economics (TSE), Université Toulouse 1 Capitole (UT1), Université Fédérale Toulouse Midi-Pyrénées-Université Fédérale Toulouse Midi-Pyrénées-École des hautes études en sciences sociales (EHESS)-Centre National de la Recherche Scientifique (CNRS)-Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement (INRAE), Hanken School of Economics
Jazyk: angličtina
Rok vydání: 2021
Předmět:
Counterfactual thinking
Economics and Econometrics
Computer science
Strategy and Management
media_common.quotation_subject
Economics
Econometrics and Finance (miscellaneous)
JEL: L - Industrial Organization/L.L4 - Antitrust Issues and Policies/L.L4.L40 - General
TV market
Advertising
Competition policy
0502 economics and business
Econometrics
Revenue
Quality (business)
050207 economics
Robustness (economics)
B- ECONOMIE ET FINANCE
050205 econometrics
media_common
Abstraction (linguistics)
Two-sided market
JEL: L - Industrial Organization/L.L1 - Market Structure
Firm Strategy
and Market Performance/L.L1.L10 - General
05 social sciences
JEL: L - Industrial Organization/L.L8 - Industry Studies: Services/L.L8.L82 - Entertainment • Media
JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M37 - Advertising
[SHS.ECO]Humanities and Social Sciences/Economics and Finance
Platform merger
JEL: K - Law and Economics/K.K2 - Regulation and Business Law/K.K2.K21 - Antitrust Law
Complementarity (molecular biology)
Industrial relations
Inverse demand function
Zdroj: International Journal of Industrial Organization
International Journal of Industrial Organization, Elsevier, 2021, 79, ⟨10.1016/j.ijindorg.2021.102729⟩
ISSN: 0167-7187
DOI: 10.1016/j.ijindorg.2021.102729⟩
Popis: National audience; The empirical analysis of media platforms economics has often neglected the multi-homing behaviour of advertisers. Assuming away the cross-substitutability and/or complementarity between the advertising slots of different platforms could damage the quality and the robustness of counterfactual analysis. To evaluate the consequence of such an abstraction, we compare the simulation results of hypothetical platform mergers when the demand on the advertising side is derived from a Translog cost model which allows for multi-homing, and when it is approximated by using a simple log-linear inverse demand model that ignores the differentiation among media platforms’ advertising slots. Ignoring the existence of substitutes or complements on the advertising side would result in overpredicting the losses of the viewers’ surplus and in underpredicting the gains in platforms’ revenues
Databáze: OpenAIRE
Externí odkaz: