Online Advertising Sector Inquiry†initiated by the Turkish Competition Authority on 06.03.2021 in order to identify behavioural and/or structural competition problems in the sector and to develop solutions for these problems by closely following the current national and international developments in the field of online advertising, the Preliminary Report phase has been completed and the relevant Report has been opened to public opinion.
In the said Report, the substitution relationship between online advertising types was analysed and it was determined that the display advertising market is dominated by META and the search-based advertising market is dominated by GOOGLE economic entities. In this framework, operations of GOOGLE and META as an ecosystem by offering multiple products and services was scrutinised in the Report. In addition, the Report analysed online advertising technology services used in the purchase and sale of online display advertisements. Finally, the competition problems arising as a result of the practices of undertakings with market power in the sector and the proposed solutions to these problems were discussed.
Â
Click here to access the English version of the Preliminary Report of the Online Advertising Sector Inquiry.
Â
Brief
Summary:
The Turkish Competition Authority initiated an inquiry into the online advertising sector in March 2021 to identify competition problems and develop solutions. The Preliminary Report has been completed, and its findings have been made public. The Report analyzed the substitution relationships between various online advertising types, concluding that META dominates the display advertising market, while GOOGLE dominates the search-based advertising market. The Report also examined the operations of GOOGLE and META as an ecosystem, offering multiple products and services. Additionally, it analyzed the role of online advertising technology services in the buying and selling of display advertisements. The Report discussed competition issues arising from the practices of dominant undertakings in the sector and proposed solutions to address these problems.
Highlights content goes here...
Summary
The Turkish Competition Authority initiated an Online Advertising Sector Inquiry on March 6, 2021, to identify behavioral and structural competition problems in the sector and develop solutions. As part of this inquiry, the authority has completed the Preliminary Report phase, which is now open to public opinion.
The preliminary report analyzed the substitution relationship between different types of online advertising and found that the display advertising market is dominated by META, while the search-based advertising market is dominated by GOOGLE. The report also examined the operations of GOOGLE and META as an ecosystem, offering multiple products and services.
Furthermore, the report investigated online advertising technology services used in the purchase and sale of online display advertisements. The analysis revealed competition problems arising from the practices of undertakings with market power in the sector.
The report proposed solutions to address these competition problems, aiming to promote a healthier and more competitive online advertising market. The English version of the Preliminary Report is available for public access.
Key Findings:
1. META dominates the display advertising market, while GOOGLE dominates the search-based advertising market.
2. Google and Meta operate as an ecosystem, offering multiple products and services, which was scrutinized in the report.
3. Online advertising technology services used in the purchase and sale of online display advertisements were analyzed.
4. Competition problems arose from the practices of undertakings with market power in the sector.
5. Proposed solutions were presented to address these competition problems and promote a healthier online advertising market.
Recommendations:
1. Promote a more competitive online advertising market by addressing the issues identified in the report.
2. Encourage the development of new technologies and services that can facilitate competition in the sector.
3. Implement measures to increase transparency and accountability in the online advertising market.
Conclusion:
The Turkish Competition Authority’s preliminary report highlights the need for action to promote a healthier and more competitive online advertising market. By addressing the competition problems identified in the report, the authority aims to create a more level playing field for all market participants.
