数字经济背景下广告支持型平台的反垄断治理

The Antitrust Governance of Advertising Supported Platforms under the Background of Digital Economy

广告支持型平台是平台经济的重要组成部分,其在数字背景下的反垄断治理值得进一步研究和探索。本文分析了当前广告支持型数字平台反垄断治理呈现的新趋势,指出其平台特征、数字特征和行为特征为反垄断治理带来的新挑战。为了顺应新趋势、迎接新挑战,应制定相应的反垄断治理新策略,包括采取新的治理思路,使广告支持型数字平台反垄断治理能够符合其自身经济特性和业务实际,以及发展新的治理工具,在广告支持型数字平台反垄断治理的各个环节做出调整和改进。本文的研究丰富了双边市场反垄断理论和新经济治理理论。

The advertising-supported platform is an important part of the platform economy, and its antitrust governance in the digital context is worthy of further research and exploration. This paper analyzes the new trend of anti-monopoly governance in current advertising-supported digital platforms, and points out that the platform features, digital features and behavioral features bring new challenges to anti-monopoly governance. In order to adapt to new trends and meet new challenges, we should formulate corresponding new antitrust governance strategies, including adopting new governance ideas, so that the advertising-supported digital platform antitrust governance can meet its own economic characteristics and business reality, and develop new governance tools to make adjustments and improvements in all aspects of the antitrust governance of an ad-supported digital platform. The research in this paper enriches the antitrust theory of the bilateral market and the theory of new economic governance.