Online Platforms and Digital Advertising market study, Appendix F: the role of data in digital advertising 2020 (CMA)

A research paper from the CMA

• From: Competition and Markets Authority
• Published: 25 March 2022

• Category: Ad hoc research
• Original publisher: Competition and Markets Authority
• Research area: Advertising and marketing, Future connectivity and internet, Media and entertainment, Retail and digital commerce, Technology
• Research topic: Adtech, Advertising spend, Audio and radio, Data and AI, Data privacy, access and control, Digital economy, General and vertical search, Measuring advertising effectiveness, News and publishing, Online retail, Personalisation algorithm, Privacy enhancing technology, Social media and instant messaging, TV, video and on-demand
• Research publish date: 1 July 2020

Abstract

This appendix describes types and sources of data collected by online platforms and how these are used to provide digital advertising in both search and social media platforms. We have sought to understand whether access to data or certain types of data may confer a competitive advantage to large platforms and inhibit entry and expansion by smaller platforms on both sides of the market – the user and advertising sides.

Citation

CMA, Online Platforms and Digital Advertising market study, Appendix F: the role of data in digital advertising (2020) [online] Available at: Appendix F: the role of data in digital advertising (PDF, 1.02MB) [Accessed 10 February 2022].

Link

https://www.gov.uk/cma-cases/online-platforms-and-digital-advertising-market-study#final-report

Published 25 March 2022