Competition, Market Power and Third-Party Tracking

Abstract

The prevalence of third-party tracking in our modern ecosystem cannot be ignored. Trackers, on our websites and apps, enable multi-sourced data gathering, at distinct volume, velocity, verity and veracity. While employed by numerous operators, the majority of these trackers are controlled by a handful of data giants. In this article we consider the rise and growth of this industry, the power it has bestowed on a handful of businesses, and the possible implications for consumer welfare and competition.