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Fighting for Eyes: How the Internet Transformed Advertising Markets

WASHINGTON—Today, the U.S. Senate Judiciary Committee’s Subcommittee on Competition Policy, Antitrust and Consumer Rights is holding a hearing on “Competition in the Digital Advertising Ecosystem.”

Advertising used to be locked up by companies that could afford mass-market, generalized ads. But because of online advertising, prices have declined 40 percent since 2010, while the cost of more traditional advertisements in newspapers, television and radio stagnated or increased.

“Competition in digital advertising is robust and only getting more competitive,” said NetChoice Vice President & General Counsel Carl Szabo. “Digital ad businesses compete with publishers, streaming services and e-commerce services, to name a few. These businesses are fiercely competing for a slice of the $300B digital advertising pie while global advertisers’ budgets shrink amidst economic instability.”

When it comes to digital ads, the real winners are small businesses. With prices at historic lows and quality having never been higher, small businesses can now reach customers worldwide with advertising previously afforded to only the wealthy. This is clear evidence of a highly competitive marketplace, and one that lawmakers focused on consumer benefits should support,” continued Szabo.  

You can read NetChoice’s comments to the committee below. Please contact with inquiries.