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

A research paper from the CMA

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].

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

Updates to this page

Published 25 March 2022