Study on Competitive Analysis of Multinational Technology Companies in Major Digital Advertising Markets: Focusing on Advertising Resources

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基本資料

Project title

Code/計畫編號

FTC-111-G05

Translated Name/計畫中文名

跨國科技巨擘與在地市場競爭秩序之研究－以廣告資源為例

Funding Organization/主管機關

The Fair Trade Commission

Co-Investigator(s)/共同執行人

張陽郎(主持人)
楊宗翰

Department/Unit

National Taipei University of Technology

Website

https://www.grb.gov.tw/search/planDetail?id=14347669

Year

2022

Start date/計畫起

01-03-2022

Expected Completion/計畫迄

31-10-2022

Co-Investigator(s)

Ya-Chi Chiang

Bugetid/研究經費

785千元

ResearchField/研究領域

經濟學
法律學

隨著近年來網路時代的爆發與消費者的使用習慣變化，跨國科技巨擘經營之社群媒體平台擁有大量的用戶資料，包括地址、電子郵件、電話號碼等資訊，可利用大數據分析來進行挑選廣告投放之目標族群用，故事業透過Meta（原臉書Facebook）、Google等科技巨擘運用之社群媒體平台進行廣告行為，已成趨勢。舉例來說，2020年Google於全球網路廣告業務中，獲得了1470億美元的營收，超過了世界上任何其他公司，並且整個廣告價值鏈的各個環節中占有高達90%以上的市場占有率，由於寡占市場的企業經營型態可能藉由掌握潛在競爭對手的商業資訊達到競爭優勢或進行聯合行為，皆為影響市場公平競爭的重要因素，故自2016年起，各國政府察覺到跨國科技巨擘在廣告市場的不公平競爭，不但嚴重威脅到傳統廣告業者的經營，更因為其市場寡占性而影響廣告市場的正常運作，故相繼提出相應政策或直接祭出罰則，相關處置措施與立法趨勢深值我國參考與研究。研究團隊藉由文獻資料分析法，蒐集跨國科技巨擘於各國廣告市場資源運用分配的公平交易相關研究，如日本公平交易委員會、英國競爭及市場管理局(Competition and Markets Authority)、澳洲競争消費者委員會(ACCC)提出的相關報告，以及OECD等國際組織對數位經濟及數位轉型發展之研究，協助委託機關深度了解跨國科技巨擘於各國廣告市場資源分配之產業結構現況，分節撰寫如「美國」、「歐盟」及「我國」之違法案例，並著重挑選不公平交易之違法態樣，研析競爭法對於跨國科技巨擘於廣告市場之重要議題與政策執行，並深入分析產業上中下游之結構及未來發展之重要議題。關於產業調查與深度訪談部分，研究團隊會先就受跨國科技巨擘數位廣告資源分配而受影響之重要產業代表進行問卷調查，包括數位行銷經營協會(DMA)、廣告業者、影音平臺、衛星電視公會、雜誌公會、報業公會等，彙整產業界重要代表及相涉團體之意見，作成問卷調查結果並設計訪談大綱，深度訪談國內法制、媒體、傳播等領域之學者。透過產業發展現狀以及所生災損的補償機制問卷調查結果，輔以學界之解讀、建議，解析跨國科技巨擘於我國廣告市場所產生之影響以及產業代表對於管理機制之展望，最終形成研究團隊之政策建議。整體而言，本研究藉由研究跨國科技巨擘於美國、歐洲、亞洲及我國廣告市場之影響及資源運用分配狀況，比較各國廣告市場之差異與跨國科技巨擘之市場影響，得掌握國際間對於跨國科技巨擘於廣告市場之重要議題與管制方向。而解析跨國科技巨擘於廣告市場之執法案例，並著重在於不公平競爭之違法態樣，能夠了解不公平競爭發生之背景原因，進一步引導市場有效率競爭並且防杜未來可能發生之不公平競爭情事，有效兼顧「公平競爭與消費者權益」之執法參考架構，後續公平會及法院對於跨國科技巨擘進行公平交易法的執法上，更能夠切合實際並發揮實際效果。藉由本研究之執行，協助委託機關在兼顧公平競爭與消費者權益下，研議跨國科技巨擘於廣告市場中與競爭法規範之法制措施，有利於競爭法主管機關日後針對相關產業制定妥適之立法架構及執法思維。With the development of the Internet and changes in consumers' usage habits in recent years, the social media platforms ran by multinational technology companies collected a large amount of user data, including addresses, emails, phone numbers and other information, which can be analyzed using big data. It has become a trend that industries conducting advertisement through social media platforms such as Meta (Facebook) and Google to select the target audience for advertising. For example, in 2020, Google's global online advertising business will generate US$147 billion in revenue, more than any other company in the world, and has a market share of more than 90% in all aspects of the entire advertising value chain. Since 2006, the oligopolistic business model involved in an unfair competition by collecting information of potential competitors or conducts joint behaviors is an important factor affecting fair competition in the market, governments around the world have noticed that those companies not only seriously threatens the operation of traditional advertising companies, but also affects the normal operation of the advertising market because of its oligopoly. Therefore, corresponding policies or direct penalties have been implemented one after another. The relevant measures and legislative trends are worth studying in our country. The research team uses the literature analysis method to collect researches related to fair trade in the advertising market by multinational technology companies, such as the Japan Fair Trade Commission, the British Competition and Markets Authority, and the Australian Competition and Consumer Commission. The relevant reports put forward by the ACCC, as well as the research on the digital economy and digital transformation development by OECD and other international organizations, help the agency to deepen the understanding of the current industrial structure of multinational technology companies in the allocation of advertising market resources in various countries, and qualify sections such as "United States" , "European Union" and our country’s illegal cases, especially unfair competition, analyze the important issues and policy implementation of competition law for multinational technology companies in the advertising market, and deeply analyze the structure of the upstream, midstream and downstream industries and important issues for future development. Regarding the industry survey and in-depth interviews, the research team will first conduct a questionnaire survey on representatives of important industries affected by the allocation of digital advertising resources by multinational technology companies, including the Digital Marketing Management Association (DMA), advertisers, audio-visual platforms, and satellite TV associations, Magazine Association, Newspaper Association, etc., collect the opinions of important representatives of the industry and related groups, make questionnaire survey results and design interview outlines, and conduct in-depth interviews with domestic scholars in the fields of legal system, media, and communication. Through the results of the questionnaire survey on the status quo of industrial development and the compensation mechanism for disaster losses, supplemented by interpretations and suggestions from academia, the impact of multinational technology companies on our country's advertising market and the prospects of industry representatives on the management mechanism were finally formed. In conclusion, by studying the influence of multinational technology companies in the advertising markets of the United States, Europe, Asia and our country, and the allocation of resources, this study compares the differences in the advertising markets of various countries and the market impact of multinational technology companies. By analyzing the law enforcement cases of multinational technology companies in the advertising market, especially unfair competition, we can understand the background reasons for the occurrence of unfair competition, further guide efficient market competition and prevent possible future unfair competition. , effectively taking into account the law enforcement reference framework of "fair competition and consumer rights", and the subsequent fairness conferences and courts will be more realistic and effective in enforcing the Fair Trade Law against multinational technology giants. Through the implementation of this research, it will help the commissioning agency to deepen the understanding of multinational technology companies in the advertising market and competition law while taking into account fair competition and consumer rights, which will help the competition law authority to formulate appropriate regulations for related industries in the future Legislative framework and law enforcement thinking.

Keyword(s)

數位平台
競爭法
廣告
Digital Platform
Antitrust Laws
Advertisement

DSpace CRIS

Study on Competitive Analysis of Multinational Technology Companies in Major Digital Advertising Markets: Focusing on Advertising Resources

基本資料

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