Analyze the market structure in the advertising industry. You may relate your
answer to the demand, supply, and characteristics of various market structures by focusing on the following
questions.
- In the first article, why did the digital advertising on platforms such as Google, Facebook and Alibaba is set
this year to overtake spending on traditional media for the first time? (Tips: Consider what type of ‘related
goods & services’ are the two types of media platforms, that of the “Digital” and the other, the “Traditional”
media.) - In the second article, there is an emphasis on the term “market power”. What type of market structure can
Facebook and Google be considered to be in? Explain your answer and justify using a minimum of three
reasons - Do you agree that the British Competition and Markets Authority (CMA)’s concerns about Facebook and
Google having “too much market power”? Justify your answer.