Public Workshop on Competition in Television and Digital Advertising

Competition in Television and Digital Advertising Workshop Information

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.

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Date and Location

Date:

May 2, 2019
1:30–5:30 p.m.

May 3, 2019
9:30 a.m.–1:00 p.m.

Location:

Liberty Square Building
Anne K. Bingaman Auditorium & Lecture Hall
450 Fifth Street, NW
Washington, DC 20530

Public Comment Submissions

The Department of Justice invites comments from the public on the topics covered by this workshop. Interested parties may submit public comments online now through June 15, 2019 at ATR.AdvRegInfo@USDOJ.GOV.

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 Web site, at the discretion of the Department of Justice. Information that is submitted in connection with this workshop 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.

Workshop Agenda

View photos of the event
View video of the Opening Remarks
View  video of Lecture: Advertising 101
View video of Panel 1
View video of Panel 2
View video of Panel 3
View video of Panel 4

May 2, 2019

1:30-1:45 pm

Opening Remarks: Assistant Attorney General for Antitrust, Makan Delrahim

 

1:45-2:15 pm

Lecture: Advertising 101: An Overview of Advertising and Key Issues to Be Explored at the Workshop

Presenter: Susan Athey, The Economics of Technology Professor, Stanford University Graduate School of Business

2:15-3:45 pm

Panel 1: Television Advertising – The Nuts and Bolts of Broadcast and Cable.

This panel will provide an overview of broadcast and cable television industry structures and explore 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.
(Moderator: Carl Willner)

Panelists

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

3:45-4:00 pm

Break

4:00-5:30 pm

Panel 2: Online Advertising – The Nuts and Bolts of Digital, Mobile, and OTT.

Panelists will discuss 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 will discuss the role of advertising agencies, advertising networks, and other intermediaries. (Moderator: Karina Lubell)

Panelists

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

May 3, 2019

9:30-9:35 am Opening Remarks
9:35-11:05 am

Panel 3: Executive Suite: Competitive Dynamics in Advertising: Does Local Broadcast Compete with Cable Spot and Online Advertising?

On this panel, industry leaders will explore 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?
(Moderator: Lee F. Berger)

Panelists

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.

11:05-11:15 am Break

11:15 am–12:45 pm

Panel 4: The Future of Advertising: Trends/Predictions.

Panelists will discuss the effect technological changes and changes in consumer viewing behavior have had on advertising and what the future holds.
(Moderator: Erica Mintzer)

Panelists:

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

12:45-1:00 pm

Closing Remarks

About the Participants

Participant Presentations

Lecture: Advertising 101: An Overview of Advertising and Key Issues to Be Explored at the Workshop

  • 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

Panel 2: Online Advertising – The Nuts and Bolts of Digital, Mobile, and OTT.

  • Preston McAfee, Economist, Charles River Associates Academic Affiliate

Panel 4: The Future of Advertising: Trends/Predictions.

Updated June 10, 2019

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