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The article critically analyses the debate that has so far involved the Big Data phenomenon. The different theoretical arguments concerning the potential benefits and the adverse effects that can be produced by the aggregation and use of large volumes of data are addressed. In assessing the different perspectives in terms of competition law, consumer and privacy protection, specific emphasis is placed on the most significant decision-making practice. In particular, as to the merger control, the Google/DoubleClick and Facebook/WhatsApp cases are scrutinized as to test, at the enforcement level, the most challenging domains.

The Big Data Competition Story: Theoretical Approaches and the First Enforcement Cases