Superplatform: A framework to analyse and regulate Google’s online ad ecosystem
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.
Authors
- Addie McGowan (ORCID: https://orcid.org/0000-0001-6704-7119)
- Donald MacKenzie (ORCID: https://orcid.org/0000-0002-1860-8116)
- Koray Çalışkan (ORCID: https://orcid.org/0000-0001-9876-9405)
Institutions
- University of Salford (GB)
Publication Details
- Journal
- Internet Policy Review
- Published
- 2026-02-18
- DOI
- https://doi.org/10.14763/2026.1.2077
- Primary Topic
- Digital Platforms and Economics
- Type
- article
- Field-Weighted Citation Impact
- 0.00
Funders
- Economic and Social Research Council