2022/01/14 by Leo Ardon, Dario Morelli, Ardon, Leo +5 · 1 voice
Business, Management and Accounting · Computer Science · Social Sciences · #Computers and Society (cs.CY) #Digital Marketing and Social Media #Digital Platforms and Economics #FOS: Computer and information sciences #cs.CY
paper · pdf · doi:10.48550/arxiv.2201.05368
openalex publication_date 2022/01/14 · arxiv published 2022/01/14 · arxiv updated 2022/01/14 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/28
Surfing on the internet boom, the digital marketing industry has seen an exponential growth in the recent years and is often at the origin of the financial success of the biggest tech firms. In this paper we study the current landscape of this industry and comment on the monopoly that Google has managed to gain over the years through technical innovations and intelligent acquisitions. We then propose potential avenues to explore in an effort to help moving the digital marketing industry towards a fairer model.