The Markets

In the previous chapters we have seen the economic models that fit to the study of Internet markets and business models used by companies operating online.

This chapter will go down in depth analysis of two major Internet markets: advertising and e-commerce, typical of layer Intermediary and Content.

The choice of these two markets is due to the fact that they can be considered the most representative of the Internet, because in each of them you can find the application of economic theories studied so far and see in more detail the operation some business model.

To analyze each market:

  • the structure,
  • the evolution,
  • the main innovations that set it apart from traditional markets offline,
  • the key sub-segments,
  • the economic size.