Platform power in the video advertising ecosystem
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 operati...
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| Format: | Article |
| Language: | English |
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Alexander von Humboldt Institute for Internet and Society
2020-10-01
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| Series: | Internet Policy Review |
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| Online Access: | https://policyreview.info/node/1506 |
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| _version_ | 1850073821291216896 |
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| author | Sally Broughton Micova Sabine Jacques |
| author_facet | Sally Broughton Micova Sabine Jacques |
| author_sort | Sally Broughton Micova |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-dcf575b768784457a944c80fdf21347d |
| institution | DOAJ |
| issn | 2197-6775 |
| language | English |
| publishDate | 2020-10-01 |
| publisher | Alexander von Humboldt Institute for Internet and Society |
| record_format | Article |
| series | Internet Policy Review |
| spelling | doaj-art-dcf575b768784457a944c80fdf21347d2025-08-20T02:46:43ZengAlexander von Humboldt Institute for Internet and SocietyInternet Policy Review2197-67752020-10-019410.14763/2020.4.1506Platform power in the video advertising ecosystemSally Broughton Micova0Sabine Jacques1University of East AngliaUniversity of East AngliaPlatform 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.https://policyreview.info/node/1506Online platformsPlatformsPlatform ecosystemsMedia regulationCompetition policyAdvertising |
| spellingShingle | Sally Broughton Micova Sabine Jacques Platform power in the video advertising ecosystem Internet Policy Review Online platforms Platforms Platform ecosystems Media regulation Competition policy Advertising |
| title | Platform power in the video advertising ecosystem |
| title_full | Platform power in the video advertising ecosystem |
| title_fullStr | Platform power in the video advertising ecosystem |
| title_full_unstemmed | Platform power in the video advertising ecosystem |
| title_short | Platform power in the video advertising ecosystem |
| title_sort | platform power in the video advertising ecosystem |
| topic | Online platforms Platforms Platform ecosystems Media regulation Competition policy Advertising |
| url | https://policyreview.info/node/1506 |
| work_keys_str_mv | AT sallybroughtonmicova platformpowerinthevideoadvertisingecosystem AT sabinejacques platformpowerinthevideoadvertisingecosystem |