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

In this chapter we will go into depth in the analysis of two main Internet markets: advertising and e-commerce, typical of the Intermediary and Content layers.

The choice of these two markets is due to the fact that they can be considered the most representative of the Internet industry, as within each of them it is possible to find the application of the economic theories studied so far and see in greater detail how they work. of some business models.

For each market we will analyze:

• structure
• evolution,
• the main innovations that differentiate it from traditional offline markets,
• the main sub-segments,
• the economic dimensioning.