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A research paper from the CMA
This appendix discusses intermediation in open display advertising. It sets out an overview of advertising intermediation, the competitive dynamics within the market segment, as well as a range of issues identified including in relation to the use of data, transparency, potential conflicts of interests, leveraging of market power, and the likely development of the market segment over the next two to three years.
CMA, Online Platforms and Digital Advertising market study, Appendix M: Intermediation in open display advertising (2020) [online] Accessible at: Appendix M: intermediation in open display advertising [Accessed 10 February 2022]
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