报告题目：Advertising Format and Content Provisionon Revenue-Sharing Content Platforms

报 告 人：田林 复旦大学

报告时间：4月20日（星期三），10:00-11:30

报告地点：腾讯会议 810-547-396  会议密码 0420

邀 请 人：数据智能与系统工程研究所  黄敏教授

Abstract:

 The digital content market has grown dramatically in recent years. Many platforms (e.g., YouTube, Twitch, and Instagram) show ads when consumers watch the content on their platforms, and they share ad revenue with content creators to incentivize them to create and share content. These platforms generally adopt either a uniform-advertising format (i.e., the platforms display the same number of ads irrespective of content quality) or a differentiated-advertising format (i.e., the platforms display the number of ads based on content quality). This paper shows that, regardless of the ad format, an increase in substitubility of content creators on the platform can increase the content creators’ profits and the consumer surplus. By contrast, an increase in substitubility of content creators can benefit the platform under uniform advertising but not under differentiated advertising. Moreover, the equilibrium ad revenue-sharing rate, content quality, and the number of ads shown for each content will be lower under differentiated advertising than under uniform advertising. The platform’s profit and the consumer surplus are also lower under differentiated advertising than under uniform advertising. However, depending on the substitubility of content creators, the content creators’ profits can be higher or lower under differentiated advertising. In an extension, we also analyze an emerging ad format in which the platform allows content creators themselves to decide the number of ads on their content. Interestingly, we show that this new ad format can make all the market participants (i.e., the platform, the content creators, and the consumers) worse off.

Biography:

田林，复旦大学管理学院副教授。研究领域为面向平台模式的运营决策问题，涉及共享平台、电商平台、在线服务平台等。研究成果发表在JMR、MKSC、MS、MSOM、POM、管理科学学报等国际与国内知名期刊。主持国家自然科学基金优秀青年基金项目，同时主持或参与华为技术有限公司、华住酒店集团、中国东方航空等多个企业项目。获第八届教育部人文社科青年成果奖，担任UTD期刊POM的Senior Editor。学术源于实践，学术应服务于实践，希望自己可以成为学术与实践之间联系的一根丝线。