Work

Superplatform: A framework to analyse and regulate Google’s online ad ecosystem

Year: 2026

Type: article

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.

Source: Internet Policy Review

DOI: 10.14763/2026.1.2077

Authors: Koray Caliskan, Donald MacKenzie, Addie McGowan

Institutions: University of Edinburgh, University of Salford

Language: English

Topic: Diverse Legal and Medical Studies

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

Funder: Economic and Social Research Council

Award: Online Advertising: Data, Materiality, Systematicity and Power

OpenAlex ID: W7130506453

FWCI: 6.525

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Cited by: 1

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