中南财经政法大学70周年学术校庆“名家讲坛”系列学术报告会暨经济贸易系Seminar 2018年第13期(总第69期):Interactive Advertising: The Case of Skippable Ads

发布者:朱汉彬发布时间:2018-06-05浏览次数:595

主  题:Interactive Advertising: The Case of Skippable Ads
主讲嘉宾:刘其宏 教授
主 持 人:黄漫宇 教授
时  间:2018年6月6日上午9:00-11:00
地  点:文泉楼506会议室
主办单位:工商管理学院经济贸易系
协办单位:工商管理学院研究生会
  
嘉宾简介:刘其宏,俄克拉荷马大学经济系教授、纽约州立大学经济学博士,曾到纽约大学、南加州大学、弗吉尼亚大学、西北大学进行学术交流,2016-2017年任中国经济学家协会董事,《信息经济学和政策》副编辑、《中国经济评论》专刊特邀编辑、《经济学,种族与政策杂志》特刊编辑。主要研究领域为产业组织、微观经济、博弈论、定价、平台竞争、双边市场、航空公司,主要教授中级微观经济理论、产业组织、数学经济等课程。曾在 Journal of Economics、Strategic Management Journal、International Journal of Industrial Organization等期刊上发表多篇文章。被International Journal of Industrial Organization期刊评为杰出评论家,获得俄克拉荷马大学艺术与科学学院课堂IT资助、学院补充津贴等。
 
内容简介:The skippable ad format, commonly used by online content platforms, requires viewers to see a portion of an advertiser’s message before having the option to skip directly to the intended content and avoid viewing the entire ad. Under what conditions do viewers forego this option and what are its implications for advertisers and the platform? We develop a dynamic model of a viewer receiving incremental information from the advertiser. This model identifies conditions under which the viewer (i) skips the ad or (ii) engages with the advertiser. Our model incorporates the advertising market and assess implications of skippable ads on the platform’s profit and advertisers’ surplus. Relative to the traditional ad format, we find that there are unambiguously more advertisements and viewers on the platform with skippable ads. Under reasonable conditions, the skippable ad format is a strict Pareto improvement, which raises the surplus of advertisers and the profit of the platform. The source of the additional surplus is that skippable ads allow the viewers to use private information about the advertiser to make more efficient decisions about their ad viewing choices.
  
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