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题目:Position Auctions with Endogenous Product Information Why Live-Streaming Advertising Is Thriving? 2021-06-22


题目:Position Auctions with Endogenous Product Information Why Live-Streaming Advertising Is Thriving?

时间:2021.6.24 15:00-16:30

腾讯会议号:783 472 471


讲座简介:

Live-streaming advertising in e-commerce is soaring. Both Amazon and Alibaba have employed this novel marketing model to engage consumers by sequentially exhibiting different products through live-streaming videos. In this paper we adopt a mechanism design framework to model live-streaming e-commerce as a position auction with endogenous provision of product information. We prove that finding the mechanism that simultaneously optimizes position allocation and information provision is NP-hard. Thus we develop several approximation algorithms. Our results show that heuristics that leverage product information provision alone achieve up to 66.9% of the optimal revenue in the worst case, whereas the heuristic that exploits position allocation only may lead to arbitrarily large revenue losses. We attribute the effectiveness of product information provision to its enhancement of the value of ad spots in position auctions. Our work suggests that advertising that focuses on providing differentiating product information—as in live-streaming e-commerce—is more profitable than conventional position-based sponsored search.

 

主讲人简介:

高品,香港中文大学(深圳)数据科学院助理教授。2013年获武汉大学物理学士学位,2015年获香港科技大学物理硕士学位,2016-2017年在业界工作, 2021年获香港科技大学运筹管理博士学位。高老师目前的研究兴趣包括收益管理、推荐系统、算法设计和机制设计,相关研究工作已在Management Science与Operations Research等顶级期刊上发表。