Supplement | HBS Case Collection | 2010

Ad Classification at Right Media - pre-class slides - supplement

Abstract

Right Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse requirements, and the dynamics of policy enforcement when market participants are competing intensely.

Keywords: Online Advertising; Market Participation; Negotiation Tactics; Marketing Communications; Communication; Media; Advertising Industry; Media and Broadcasting Industry;

Language: English

Format: Multimedia

1 pages

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Citation:

Edelman, Benjamin. "Ad Classification at Right Media - pre-class slides - supplement." Harvard Business School PowerPoint Supplement 911-037, December 2010.

We evaluate Google's proposed Commitments in light of our research on the effects of Google Flight Search on traffic to competing online travel agencies.

Every device connected to the global Internet needs a numeric identifier, an "Internet Protocol" address ("IP address"). The Internet's continued growth presents a challenge: most IP addresses have already been assigned to networks and organizations, leaving few left for newcomers and growth. In this context, some networks seek to sell the addresses they previously received—sales that can usefully transfer resources to the networks that most need them, but with certain risks that must be handled with appropriate care. We examine the legal basis of applicable rights and identify the circumstances in which such transfers are permitted.

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