El carácter disruptivo de la publicidad online y su impacto sobre la competencia

• Lara Tobías Peña ^[1] ; Cristina Vallejo Gil ^[2] ; Pedro Hinojo González ^[3]
  1. [1] Subdirectora de la Subdirección de Estudios e Informes del Departamento de Promoción de la Competencia. Comisión Nacional de los Mercados y la Competencia (CNMC).
  2. [2] Jefa de Servicio de la Subdirección de Estudios e Informes del Departamento de Promoción de la Competencia (CNMC)
  3. [3] Subdirector de la Subdirección de Sociedad de la Información de Dirección de Competencia (CNMC).

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• Localización: Información Comercial Española, ICE: Revista de economía, ISSN 0019-977X, ISSN-e 2340-8790, Nº 925, 2022, págs. 99-111
• Idioma: español
• DOI: 10.32796/ice.2022.925.7372
• Títulos paralelos:
  • Online advertising: disruptive features and impact on competition
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• Dialnet Métricas: 1 Cita
• Resumen
  • español

    El desarrollo de la publicidad online es uno de los paradigmas del carácter disruptivo de la digitalización. La publicidad online, además de ser clave para la competencia, es la principal fuente de financiación del contenido en internet y constituye una de las vías de ingresos más importantes para las grandes plataformas digitales. Esto está generando notables impactos en la eficiencia y en la competencia, que han llevado a un interés por este sector por parte de las Autoridades de Competencia y Regulación.

  • English

    Online advertising is a paradigmatic case of the disruption driven by digitization. Online advertising is the main source for financing content on the internet and it is one the main revenue resources for big digital platforms. This is having sizeable effects on efficiency and competition, generating an interest by Competition and Regulatory Agencies.

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