喻园管理论坛2023年第17期(总第840期)

演讲主题: Advertising Format and Content Provision on Revenue-Sharing Content Platform

主 讲 人: 田   林，复旦大学管理学院管理科学系教授

主 持 人: 刘志学，管理学院生产运作与物流管理系教授

活动时间: 2023年3月17日（周五）10:00-12:00

活动地点: 管理大楼107教室

主讲人简介：

田林，复旦大学管理学院管理科学系教授/博士生导师，国家级人才称号获得者。研究领域为面向平台供应链的运营决策问题，涉及电商平台、共享平台、在线服务平台等。研究成果发表在JMR、MKSC、MS、MSOM、OR、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，同时主持或参与可口可乐（上海）、华为技术有限公司、华住集团、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。

活动简介：

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 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.