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

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

時(shí)間：2021.6.24 15:00-16：30

騰訊會(huì)議號(hào)：783 472 471

講座簡(jiǎn)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.

 

主講人簡(jiǎn)介：

高品，香港中文大學(xué)（深圳）數(shù)據(jù)科學(xué)院助理教授。2013年獲武漢大學(xué)物理學(xué)士學(xué)位，2015年獲香港科技大學(xué)物理碩士學(xué)位，2016-2017年在業(yè)界工作， 2021年獲香港科技大學(xué)運(yùn)籌管理博士學(xué)位。高老師目前的研究興趣包括收益管理、推薦系統(tǒng)、算法設(shè)計(jì)和機(jī)制設(shè)計(jì)，相關(guān)研究工作已在Management Science與Operations Research等頂級(jí)期刊上發(fā)表。