華師經(jīng)管學(xué)術(shù)講座第434期（管理）
【題目】Advertising Format and Content Provision on Revenue-Sharing Content Platforms
【時(shí)間】2023年4月27日（周四）15:00
【地點(diǎn)】騰訊會(huì)議：875-803-409（會(huì)議密碼：6688）
【主講人】田林教授 （復(fù)旦大學(xué)管理學(xué)院）
【主持人】卿前愷副教授 （新葡的京集團(tuán)350vip8888經(jīng)濟(jì)與管理學(xué)院）
【摘要】
The digital content market has grown dramatically in recent years. Many platforms 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 or a differentiated-advertising format. This paper shows that, regardless of the ad format, an increase in substitutability of content creators on the platform can increase the content creators’ profits and the consumer surplus. By contrast, an increase in substitutability 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 substitutability 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.
【主講人簡(jiǎn)介】
田林，復(fù)旦大學(xué)管理學(xué)院管理科學(xué)系教授/博士生導(dǎo)師。研究領(lǐng)域?yàn)槊嫦蚱脚_(tái)供應(yīng)鏈的運(yùn)營(yíng)決策問(wèn)題，涉及電商平臺(tái)、共享平臺(tái)、在線服務(wù)平臺(tái)等。研究成果發(fā)表在JMR、MKSC、MS、MSOM、OR、POM、管理科學(xué)學(xué)報(bào)等國(guó)際與國(guó)內(nèi)知名期刊。主持國(guó)家自然科學(xué)基金優(yōu)秀青年基金項(xiàng)目，同時(shí)主持或參與可口可樂(lè)（上海）、華為技術(shù)有限公司、華住集團(tuán)、中國(guó)東方航空等多個(gè)企業(yè)項(xiàng)目。獲第八屆教育部人文社科青年成果獎(jiǎng)，擔(dān)任UTD期刊POM的Senior Editor。學(xué)術(shù)源于實(shí)踐，學(xué)術(shù)應(yīng)服務(wù)于實(shí)踐，希望自己可以成為學(xué)術(shù)與實(shí)踐之間聯(lián)系的一根絲線。
