2020年在线平台和数字广告市场研究报告 - 英国竞争和市场管理局（英文版）（437页）.pdf

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1、Online platforms and digital advertising Market study final report 1 July 2020 Crown copyright 2020 You may reuse this information (not including logos) free of charge in any format or medium, under the terms of the Open Government Licence. To view this licence, visit www.nationalarchives.gov.uk/doc

2、/open-government- licence/ or write to the Information Policy Team, The National Archives, Kew, London TW9 4DU, or email: psinationalarchives.gsi.gov.uk. The Competition and Markets Authority has excluded from this published version of the market study report information which it considers should be

3、 excluded having regard to the three considerations set out in section 244 of the Enterprise Act 2002 (specified information: considerations relevant to disclosure). The omissions are indicated by . Some numbers have been replaced by a range. These are shown in square brackets. Non-sensitive wording

4、 is also indicated in square brackets. 3 Contents Page Summary . 5 Introduction . 6 What are our findings? . 9 The case for a pro-competition regulatory regime for platforms . 21 Decision on a market investigation and further CMA work . 30 Summary of recommendations . 34 1. Introduction . 35 Context

5、 . 35 Evidence gathering . 38 This document . 39 2. Overview . 42 Introduction . 42 The business model of platforms funded by digital advertising . 43 Search, social media, and their ecosystems . 51 Digital advertising markets . 57 Market outcomes . 62 Implications for consumers . 68 3. Competition

6、in consumer services . 73 Introduction . 73 Competition in search . 74 Barriers to entry and expansion in search . 89 Googles expansion into related markets . 109 Findings in search . 112 Competition in social media . 114 Barriers to entry and expansion in social media . 131 Facebooks expansion into