報告題目：Advertising Format and Content Provisionon Revenue-Sharing Content Platforms

報 告 人：田林 復旦大學

報告時間：4月20日（星期三），10:00-11:30

報告地點：騰訊會議 810-547-396  會議密碼 0420

邀 請 人：數據智能與系統工程研究所  黃敏教授

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，復旦大學管理學院副教授。研究領域為面向平臺模式的運營決策問題，涉及共享平臺、電商平臺、在線服務平臺等。研究成果發表在JMR、MKSC、MS、MSOM、POM、管理科學學報等國際與國內知名期刊。主持國家自然科學基金優秀青年基金項目，同時主持或參與華為技術有限公司、華住酒店集團、中國東方航空等多個企業項目。獲第八屆教育部人文社科青年成果獎，擔任UTD期刊POM的Senior Editor。學術源于實踐，學術應服務于實踐，希望自己可以成為學術與實踐之間聯系的一根絲線。