Competition, Market Power and Third-Party Tracking
World Competition: Law and Economics Review, Vol. 42, No. 1, March 2019, pages 5-19
14 Pages Posted: 2 Nov 2018 Last revised: 23 Sep 2019
Date Written: October 24, 2018
The prevalence of third-party tracking in our modern ecosystem cannot be ignored. Trackers, on our websites and apps, enable multi-sourced data gathering, at distinct volume, velocity, verity and veracity. While employed by numerous operators, the majority of these trackers are controlled by a handful of data giants. In this article we consider the rise and growth of this industry, the power it has bestowed on a handful of businesses, and the possible implications for consumer welfare and competition.
Keywords: Competition Law, Privacy, Third-party Trackers, Big Data, Big Analytics
JEL Classification: L10, L13, L16, L40
Suggested Citation: Suggested Citation