报告题目: Content Exclusivity on Advertising Revenue-Sharing Platforms

时间: 2024年6月20日 15:00-16:30

地点: 英国正版365官方网站214

主讲人: Baojun Jiang （姜宝军） Ph.D. 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

 

讲座概要: In recent years, many digital content platforms (e.g., YouTube, TikTok, Twitch, and Instagram) serve consumers with content posted by third-party content providers. These platforms display advertising on the content and share ad revenues with providers to incentivize content contribution. As digital technology makes it easy for content providers to use multiple platforms, providers’ multihoming is a major factor that shapes platform competition. To maintain a competitive edge, some content platforms have signed exclusive contracts with content providers to regulate providers’ multihoming behaviors. In this paper, we develop an analytical model to investigate the impacts of platforms’ adoption of exclusive contracts on market participants. Our analysis finds that, under uniform revenue sharing, exclusive contracts can make platforms worse off when the consumer’s marginal valuation for content is high, suggesting that platforms may prefer not mandating exclusive collaboration contracts. Moreover, we show that implementing exclusive contracts can increase content providers’ total surplus when the consumer’s marginal valuation for content is relatively moderate. Finally, we extend the analysis to consider differentiated ad revenue sharing and provide insights into the impacts of different multihoming regulation strategies. Our results have important implications for digital content platform managers, providers, and policymakers.

 

报告人简介: Baojun Jiang is a professor of marketing at the Olin Business School at Washington University in St. Louis. He received 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 platform-based business models, competitive strategy, behavioral economics, the sharing economy, and marketing-operations interface. His research has been published in top-tier journals such as Management Science, Marketing Science, Journal of Marketing Research, Journal of Marketing, Operations Research, and Manufacturing & Service Operations Management. He serves as a Senior Editor at Production and Operations Management, a Department Editor at Service Science, and an Associate Editor at Decision Sciences. He is also on the Editorial Review Boards of Marketing Science and Journal of Marketing Research.