Superplatform: A framework to analyse and regulate Google’s online ad ecosystem
Abstract
The concept of the "superplatform" presents a simple way to describe Google’s vast and complex online ad business as a dual-core system that merges market power, infrastructural dominance, and supply chain demarketisation.
Fields of Study & Subjects
Digital Platforms and Economics
Consumer Market Behavior and Pricing
Digital Economy and Work Transformation
Publication details
- Journal / source
- Internet Policy Review
- Publisher
- Internet Policy Review, Alexander von Humboldt Institute for Internet and Society
- Volume
- 15
- Issue
- 1
- Publication date
- 18 February 2026
- Language
- EN