Competitive targeted online advertising

時間:2020-04-13         閱讀:

光華講壇——社會名流與企業家論壇第 5688 期

(線上講座)


主題Competitive targeted online advertising

主講人中國人民大學 李三希教授

主持人經濟與管理研究院 余建宇教授

時間2020年4月14日(周二)14:00—15:30

直播平臺及會議ID騰訊會議,490 700 945

主辦單位:經濟與管理研究院 科研處

主講人簡介:

李三希,中國人民大學教授、教育部青年長江學者,國家自科優青項目獲得者,SSCI期刊Journal of Economics編委。研究領域為信息經濟學和產業組織理論,發表論文三十余篇,發表期刊包括Journal of Public Economics、Journal of Economics Theory、Management Science、Games and Economic Behavior、《經濟學(季刊)》、《世界經濟》、《中國工業經濟》等。2016年獲環球時報“希望英才獎”,2017年獲中國信息經濟學會“烏家培”獎,2019年獲“張培剛發展經濟學青年學者獎”。論文曾獲2018中國信息經濟理論貢獻獎,2018中國信息經濟青年創新獎。

內容提要:

The advances in information technology enable online publishers to collect detailed information about consumer preferences and also advertise. This article examines whether and how a publisher can use different targeting technologies. In the proposed model, twofirms first bid for the prominent advertisingposition in a position auction organized by the publisher and then engage in price competition in the product market. The publisher can choose between uniform advertising, targeted advertising based on the consumer product preference (TP), targeted advertising based on the consumer search preference (TS), and targeted advertising based on both preferences (T2). The publisher always prefers TS, but may or may not prefer TP. Additionally, TP is always harmful, conditional on TS and, therefore, T2 is never optimal for the publisher. Our results suggest the publisher uses optimally only part of its information for implementing targeted advertising. We also show that TP and TS have effects on industrial profits, consumer surplus, and total social welfare.

信息技術的發展使得廣告商可以手機消費者的信息發布定向廣告。本文考察廣告商為何會采用不一樣的廣告策略。文中考察了一下幾種廣告策略:統一(非定向)策略,基于消費者產品偏好的定向策略,基于消費者搜索偏好的定向廣告,基于前兩者的定向廣告。文章研究了這幾種廣告對行業利潤,消費者福利和社會總福利的影響。

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