Price discrimination refers to pricing policies according to which different consumers pay different prices for the same good. The implementation of such pricing schemes is becoming increasingly viable in the digital economy, given that the granular consumer data needed to effectively implement it is becoming available to firms. In fact, there is mounting empirical evidence of price discrimination in online markets. As a result, antitrust authorities around the world have become worried about these business practices. This thesis studies price discrimination in search markets, i.e. markets in which consumers cannot costlessly access the offers of all firms in the market.
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