The Competition Authority has today published a decision No. 20/2013 where conditions are set for the cooperation of certain online media, advertising service providers (publishers), and Markaðs- og miðlarannsóknir ehf. (MMR), regarding harmonised measurement of public use of online media in Iceland. The companies had requested an exemption from the provisions of the Competition Act which prohibit anti-competitive cooperation between undertakings. The exemption has now been granted subject to specific conditions, which are primarily aimed at ensuring that the cooperation between the companies in question facilitates access for new and smaller companies to the market for online media and the market for advertising services.
The measurement of public use of online media will provide harmonised data on visits to Icelandic websites, which is already collected by the company Modernus ehf., and data on demographic factors (age, gender, place of residence, etc.) which will be obtained through surveys conducted by MMR. According to MMR, this will result in a more detailed description of the users of the aforementioned online media than has previously been possible. During the handling of the case, the Competition Authority sought the views of the parties to the collaboration, public authorities and other stakeholders, and also requested opinions and various information for the investigation.
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