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Эффекты становления и функционирования многосторонних рынков: подходы к исследованию
Platforms as key players in multi-sided markets do not turn out to be the latest phenomenon in the economy. However, rapid development of digital technologies and widespread Internet access have raised a question on the need to determine their subject area, as well as the effects of their emergence and functioning. Platforms emerge in multi-sided markets, they link two or more groups of users, build their business models on network effects, and use non-neutral price structure to attract more users on both sided. Platform can connect different groups of users whose interaction with one another raises positive (consumers, producers, government) and negative (advertisers and platform users) indirect network effects. At the same time, connecting advertisers to the platform may, on the one hand, be associated with the fact that advertisers may assume that the viewers of the advertisement will make a purchase one day. On the other hand, viewers of the advertisement can watch it due to the Arrow information paradox. This paper while determining the characteristics of players in multi-sided markets proposes an approach to analyzing their coordination and distribution effects. The variance in the estimates of these effects may be associated with a disparity of distributional effects valuations, and, apart from this, it may be bounded to the interval of the study. These estimates are important in the light of a widespread debate in the academic and decision-making community on the need of changes in competition law enforcement regarding regulation of platforms.