报告名称：Advertising Format and Content Provision on Revenue-Sharing Content Platforms

时间：2022年1月3日 15:30-17:00

地点：高研院三楼报告厅

报告人：Baojun Jiang （姜宝军） Ph.D. Associate Professor, Washington University in St. Louis

邀请部门：管理科学与工程系、运营与供应链管理研究中心

 

报告摘要：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 content homogeneity on the platform can increase the content creators’ profits and the consumer surplus. By contrast, an increase in content homogeneity 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 level of content homogeneity on the platform, 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.

报告人简介：Baojun Jiang is an associate professor of marketing at the Olin Business School at Washington University in St. Louis. He received a B.A. in economics and physics from Grinnell College, an M.S. in physics and an M.S. in electrical engineering from Stanford University, an M.B.A. from the University of Texas at Austin, and an M.S. and Ph.D. in information systems from Carnegie Mellon University. His current research interests include the sharing economy, platform-based business models, channels, innovations, competitive strategy, behavioral economics, and marketing-operations interface. His research has been published in top-tier journals such as Marketing Science, Management Science, Journal of Marketing Research, and Production and Operations Management. He was selected as a 2017 MSI Young Scholar by the Marketing Science Institute, and serves on the Editorial Review Boards of Journal of Marketing Research and Marketing Science.