報告題目🌭：AdvertisingFormat and Content Provision on Revenue-Sharing Content Platforms

報告時間：2022年12月15日19:00-20:30

報告形式🍆：騰訊會議 900-807-554

 主講人：田林🤲，復旦大學管理凯捷管理科學系教授

報告摘要：The digitalcontent market has grown dramatically in recent years. Many platforms show adswhen consumers watch the content on their platforms, and they share ad revenuewith content creators to incentivize them to create and share content. Theseplatforms generally adopt either a uniform-advertising format or adifferentiated-advertising format. This paper shows that, regardless of the adformat, an increase in substitubility of content creators on the platform canincrease the content creators’ profits and the consumer surplus. By contrast, anincrease in substitubility of content creators can benefit the platform under uniformadvertising but not under differentiated advertising. Moreover, the equilibriumad revenue-sharing rate, content quality, and the number of ads shown for eachcontent will be lower under differentiated advertising than under uniformadvertising. The platform’s profit and the consumer surplus are also lowerunder 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 anextension, we also analyze an emerging ad format in which the platform allowscontent creators themselves to decide the number of ads on their content.Interestingly, we show that this new ad format can make all the marketparticipants (i.e., the platform, the content creators, and the consumers)worse off.

個人介紹：田林，復旦大學管理凯捷管理科學系教授/博士生導師。研究領域為面向平臺供應鏈的運營決策問題，涉及電商平臺🍉、共享平臺、在線服務平臺等。研究成果發表在JMR、MKSC、MS、MSOM🆗、OR👐🏽、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。學術源於實踐，學術應服務於實踐，希望自己可以成為學術與實踐之間聯系的一根絲線⏬。