广告定向契合度和消费者隐私保护对媒体平台收益的影响

Effect of advertising targeting fit and consumer privacy protection on the profits of media platforms

基于双边市场理论模型和博弈分析方法,分析了垄断、竞争2种环境下广告定向契合度和消费者隐私信息保护对媒体平台价格策略、均衡利润和广告商广告策略的影响,以期为媒体平台和广告运营商做出正确的管理决策提供理论参考.研究结果表明,垄断环境下,媒体平台的均衡广告价格不依赖于广告定向契合度和消费者隐私信息保护程度.竞争环境下,当广告商单归属时,随着自身广告定向契合度和竞争对手广告定向契合度的增强,媒体平台的均衡广告价格和均衡利润将降低,消费者隐私信息保护程度对媒体平台均衡广告量的影响取决于媒体平台自身广告定向契合度与竞争对手广告定向契合度的对比;当广告商多归属时,媒体平台的均衡广告价格、均衡广告量、均衡利润与自身广告定向契合度呈正相关关系,与竞争对手的广告定向契合度呈负相关关系.媒体平台在参与市场竞争过程中,应综合考虑其广告定向契合度等因素,在其成长的不同时期,审慎制定价格策略.

A game model is proposed to examine the effects of advertising targeting fit and consumer privacy protection on media platforms price strategies and profits,as well as advertisers advertising strategies in monopoly and competition environments based on the two-sided market theory,providing theoretical references for media platforms and advertising operators to make correct management decisions.The results show that the equilibrium advertising price of a media platform is independent of advertising targeting fit and the degree of consumer privacy protection in a monopoly environment.While in a competition situation,when advertisers are single-homing,advertising price and profits at equilibrium on the media platform will decrease with the increase in advertising targeting fit,and the influence of consumer privacy protection on the advertising volume of the media platform at equilibrium will depend on the contrast of advertising targeting fit between the media platform and its competitor.When advertisers are multi-homing,the advertisement price,advertising,and profits of competition on the media platform at equilibrium are proportional to advertising targeting fit and inversely propor-tional to its competitor s advertising targeting fit.The media platform should consider its advertising targeting fit and other factors comprehensively when the enterprise is involved in market competition,meanwhile making a careful choice about price strategy at different stages of its development.