A Basic Model for Analyzing Platforms with Vertical Markets

Analytics

Legal cases involving Google and other FAANG companies take place in complex markets, which makes analyzing these litigations difficult. Before delving into these cases, we will introduce a basic model that highlights essential market characteristics and applies economic principles. This approach will simplify market structures while effectively capturing the key competitive dynamics. Instead of using a generic market for our analysis, we will focus on the advertising market as our example.