{"id":10479,"date":"2026-01-13T15:34:48","date_gmt":"2026-01-13T15:34:48","guid":{"rendered":"https:\/\/www.martinsdelima.com\/market-competition-experiences\/"},"modified":"2026-02-12T11:20:47","modified_gmt":"2026-02-12T11:20:47","slug":"market-competition-experiences","status":"publish","type":"page","link":"https:\/\/www.martinsdelima.com\/en\/market-competition-experiences\/","title":{"rendered":"Market competition experiences"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"10479\" class=\"elementor elementor-10479 elementor-8957\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8f0456b elementor-section-full_width elementor-section-stretched elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"8f0456b\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3c69b29\" data-id=\"3c69b29\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-585aa77 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"585aa77\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Experiences<\/b><br><b>Relevant market, market power, barriers<\/b><br>Definition of the advertising market and analysis of market power in a digital environment<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8997914 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8997914\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fe83975\" data-id=\"fe83975\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d24376a elementor-widget elementor-widget-text-editor\" data-id=\"d24376a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h6>In this matter, <strong>martinsdelima acted as an independent economic expert for one of the big seven tech companies<\/strong> to analyze the actual functioning of the advertising ecosystem in Spain and to critically assess an <strong>expert report<\/strong> that supported a <strong>\u201cclosed\u201d view of the digital advertising market<\/strong>. The debate focused on <strong>how the relevant market should be defined<\/strong> and the implications of that definition for assessing <strong>market power and barriers to entry<\/strong> in an environment where advertising investment moves across multiple channels. <\/h6>\n<h6>The core of the case was to demonstrate that <strong>advertising does not operate as a watertight compartment<\/strong> (for example, \u201cdisplay online\u201d as an isolated unit), but as a competitive system where advertisers combine formats and media (<strong>online and offline<\/strong>) in <strong>multichannel campaigns<\/strong>, adjusting their mix according to objectives, audiences, and performance. This perspective is key because <strong>if the market is defined incompletely or biasedly, the competition analysis may be distorted<\/strong>. <\/h6>\n<h6>Our analysis underscored that, in practice, <strong>all channels compete for user attention<\/strong> (engagement) and, therefore, for the <strong>advertising budget: digital media, television, radio, outdoor, press, platforms, and new formats<\/strong>. The choice of channel depends on the advertiser&#8217;s objectives and needs, and not on a supposed \u201cnatural\u201d belonging to a single and rigid market. <\/h6>\n<h6>In addition, the case required addressing a particularly sensitive point: the <strong>role of data<\/strong>. Faced with approaches that equate \u201cmore data\u201d with an automatic advantage, we demonstrated that <strong>what is decisive is not the volume<\/strong>, but the ability to convert it into useful information within complete advertising systems, and, above all, <strong>having a truly engaged audience<\/strong>. From the advertiser&#8217;s perspective, what matters is <strong>ROI (Return on Investment), the ability to reach the right audience, and measurement<\/strong>, not data that, moreover, they usually neither know nor observe directly.  <\/h6>\n<h6>We also focused on the economic reality of how advertising spending is decided: <strong>budgets are not static<\/strong>, they are continuously reallocated between channels based on results, new tools, and technological changes. This dynamic is reinforced because, typically, advertisers <strong>are not tied by long-term exclusivities<\/strong> and can start, pause, or stop campaigns with flexibility, which increases competitive pressure between alternatives. <\/h6>\n<h6>The martinsdelima methodology combined:<\/h6>\n<h6>(i) <strong>structural analysis of the advertising landscape<\/strong> and of the factors that guide the advertiser&#8217;s decision (ROI, audience, measurement, costs, and flexibility),<\/h6>\n<h6>(ii) <strong>technical and critical contrast<\/strong> of the hypotheses of the opposing expert report (\u201conline display\u201d market, data, budgets), and<\/h6>\n<h6>(iii) <strong>support in market evidence and real materials<\/strong> used by actors in the sector (for example, commercial proposals and advertising measurement\/management tools) to demonstrate what competes with what in practice.<\/h6>\n<h6>As a result, the work made it possible to present a solid technical narrative: <strong>a dynamic and multichannel advertising market<\/strong>, where competition is articulated around <strong>efficiency, reach, engagement, measurement, and continuous optimization<\/strong> <strong>of ROI<\/strong> (Return on Investment), and where the supposed barriers based solely on \u201cquantity of data\u201d or artificially narrow markets <strong>do not reflect the economic reality<\/strong>. The martinsdelima approach was decisive in <strong>reinforcing the economic coherence of the case and sustaining a particularly robust position in the process<\/strong>, maximizing the credibility of the analysis and the clarity of the conclusions to third parties. <\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b87996 elementor-widget elementor-widget-spacer\" data-id=\"5b87996\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>ExperiencesRelevant market, market power, barriersDefinition of the advertising market and analysis of market power in a digital environment In this matter, martinsdelima acted as an independent economic expert for one of the big seven tech companies to analyze the actual functioning of the advertising ecosystem in Spain and to critically [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-templates\/template-pagebuilder-full-width.php","meta":{"footnotes":""},"class_list":["post-10479","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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