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The Department of Justice held a public workshop on May 2 and 3, 2019 to explore industry dynamics in media advertising and the implications for antitrust enforcement and policy, including merger enforcement. The workshop covered the different types of television and online advertising, and highlighted, among other developments in the industry, the role of online and mobile advertising networks. Panelists discussed a range of topics, including how each type of advertising may fit into an advertising campaign, how inventory is priced, the economics of advertising, developments in advertising technologies, the effects from changes in consumer behavior, and the competitive dynamics of media advertising in general, in light of the rise of digital advertising.
Assistant Attorney General for Antitrust Makan Delrahim opened the workshop, which brought together academics and high-level executives from leading companies, including buyers and sellers of advertising inventory. The Division explored the practical considerations that industry participants face and the competitive impact of technological developments such as digital and targeted advertising in media markets. The workshop consisted of panels examining (1) television advertising; (2) internet and mobile advertising; (3) the competitive dynamics in media advertising; and (4) trends and predictions for advertising generally.
Dates and Location
May 2, 2019
May 3, 2019
Liberty Square Building
May 2, 2019
Makan Delrahim, Assistant Attorney General for Antitrust
Presenter: Susan Athey, The Economics of Technology Professor, Stanford University Graduate School of Business
Panel 1: Television Advertising – The Nuts and Bolts of Broadcast and Cable
This panel provided an overview of broadcast and cable television industry structures and explored how advertising minutes are allocated and priced for linear programming, the role of advertising agencies and interconnects, and how advertising works when traditional video programming is viewed on a mobile device, computer, or connected TV.
Rick Ducey, Managing Director, BIA Advisory Services, LLC.
Pat LaPlatney, President and Co-CEO, Gray Television, Inc.
Mark Lieberman, President and CEO, Viamedia, Inc.
Marc Pritchard, Chief Brand Officer, Procter & Gamble Company
Kenneth C. Wilbur, Associate Professor of Marketing, University of California, San Diego
DOJ Moderator: Carl Willner
Panel 2: Online Advertising – The Nuts and Bolts of Digital, Mobile, and OTT
Panelists discussed the various types of online advertising (search, display/banners, social media, video, mobile) and how advertising inventory is sold and priced for each of these. Panelists also discussed the role of advertising agencies, advertising networks, and other intermediaries.
Kevin Arrix, Senior Vice President, DISH Media
Joshua Lowcock, Chief Digital & Brand Safety Officer, UM
Preston McAfee, Economist, Charles River Associates Academic Affiliate
Wendy Moe, Associate Dean of Master's Programs and Dean's Professor of Marketing, Robert H. Smith School of Business, University of Maryland
Larry Solov, CEO, Breitbart News Network
Greg Stuart, CEO, Mobile Marketing Association
DOJ Moderator: Karina Lubell
May 3, 2019
Panel 3: Executive Suite: Competitive Dynamics in Advertising: Does Local Broadcast Compete with Cable Spot and Online Advertising?
On this panel, industry leaders explored how stakeholders view competition among advertising platforms. Should sales from other media platforms be considered competitors? Can advertisers reach the same advertising goals and outcomes, and as efficiently, using alternative channels?
Ty Ahmad-Taylor, Vice President, Business Product Marketing, Facebook, Inc.
Marcien Jenckes, President, Advertising, Comcast Cable
Rick Kaplan, General Counsel, National Association of Broadcasters (NAB)
Dave Lougee, President and CEO, TEGNA, Inc.
DOJ Moderator: Lee F. Berger
|11:15 a.m.–12:45 p.m.||
Panel 4: The Future of Advertising: Trends/Predictions.
Panelists discussed the effect technological changes and changes in consumer viewing behavior have had on advertising and what the future holds.
Christina Beaumier, Vice President Product, TV Platform, Xandr
Catharine Hays, Co-founder, The Wharton Future of Advertising Program; Co-host, The CMO Spotlight Show, Wharton Business Radio
David Morgan, CEO, Simulmedia, Inc.
Chris Ripley, CEO, Sinclair Broadcast Group, Inc.
Howard Shimmel, President, Janus Strategy and Insights, LLC
DOJ Moderator: Erica Mintzer
Public Comment Submissions
The Department of Justice invited comments from the public on the topics covered by this workshop. The deadline for submitting comments was June 15, 2019. The comment period is now closed.
- Computer & Communications Industry Association
- Digital Liberty
- Innovation Defense Foundation
- Geoffrey Manne, International Center for Law & Economics
- National Association of Broadcasters
- News Media Alliance
- R Street Institute
- William Rinehart, Technology and Innovation Policy, American Action Forum
Privacy and confidentiality: Written submissions and the identity of the submitter may be disclosed, reproduced, and distributed by publication and/or posting on the Department of Justice website, at the discretion of the Department of Justice. Information that is submitted in connection with this event cannot be maintained as confidential by the Department of Justice. Written submissions should not include any information that the submitting person seeks to preserve as private or confidential.