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1. N. Chiaromonte. ESSAY ON ADVERTISING IN DIGITAL PLATFORMS AND THEIR TAXATION.

Degree: 2020, Università degli Studi di Milano

The present work constitutes a first attempt of understanding the digitalization of economy for what concerns platforms, which exploit two sides of market to make profits, by using targeted advertising built on personal “free” data. First, we analyse the nature of targeted advertising. We focus on the impact of ads on well-being of consumers. The possibility of having too much advertising calls for a government fiscal action that can be welfare-enhancing under some circumstances. Moreover, in a context of open economy, the decisions made by a government may spread their effects also abroad. Then, we study in deep how a two-sided platform works. We introduce a new element to the related literature. Users care about their privacy, but they do not know the actual level of their data mining. We deal with two issues: privacy protection and the need for government of raising fiscal revenue. Finally, we enlarge our approach by asking why a government should intervene by changing the market equilibrium. In an optimal taxation framework, we draw a method to address persuasive advertising when “undesired” by the government and show how it mixes with distributional concerns. Advisors/Committee Members: supervisor: L. MICHELETTO, MICHELETTO, LUCA.

Subjects/Keywords: digital platform; two-sided markets; taxation; targeted advertising; monopoly; Settore SECS-P/01 - Economia Politica; Settore SECS-P/03 - Scienza delle Finanze

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Chiaromonte, N. (2020). ESSAY ON ADVERTISING IN DIGITAL PLATFORMS AND THEIR TAXATION. (Thesis). Università degli Studi di Milano. Retrieved from http://hdl.handle.net/2434/752096

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Chiaromonte, N.. “ESSAY ON ADVERTISING IN DIGITAL PLATFORMS AND THEIR TAXATION.” 2020. Thesis, Università degli Studi di Milano. Accessed October 23, 2020. http://hdl.handle.net/2434/752096.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Chiaromonte, N.. “ESSAY ON ADVERTISING IN DIGITAL PLATFORMS AND THEIR TAXATION.” 2020. Web. 23 Oct 2020.

Vancouver:

Chiaromonte N. ESSAY ON ADVERTISING IN DIGITAL PLATFORMS AND THEIR TAXATION. [Internet] [Thesis]. Università degli Studi di Milano; 2020. [cited 2020 Oct 23]. Available from: http://hdl.handle.net/2434/752096.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Chiaromonte N. ESSAY ON ADVERTISING IN DIGITAL PLATFORMS AND THEIR TAXATION. [Thesis]. Università degli Studi di Milano; 2020. Available from: http://hdl.handle.net/2434/752096

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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