TY  - JOUR
CY  - Amsterdam
ID  - publications43517
UR  - http://tse-fr.eu/pub/125564
IS  - n° 102729
A1  - Ivaldi, Marc
A1  - Zhang, Jiekai
Y1  - 2021/12//
N2  - The empirical analysis of media platforms economics has often neglected the multi-homing behaviour of advertisers. Assuming away the cross-substitutability and/or complementarity between the advertising slots of dierent platforms could damage the quality and the robustness of counterfactual analysis. To evaluate the consequence of such an abstraction, we compare the simulation results of hypothetical platform mergers when the demand on the advertising side is derived from a Translog cost model which allows for multi-homing, and when it is approximated by using a simple log-linear inverse demand model that ignores the dierentiation among media platforms' advertising slots. Ignoring the existence of substitutes or complements on the advertising side would result in overpredicting the losses of the viewers'surplus and in underpredicting the gains in platforms' revenues.
PB  - Elsevier
JF  - International Journal of Industrial Organization
VL  - vol. 79
KW  - Two-sided market
KW  - platform merger
KW  - advertising
KW  - TV market
KW  - competition policy
SN  - 1873-7986
TI  - Simulating media platform mergers
AV  - public
ER  -