報告題目：Study on the In-App Advertising and Reward Advertising
報告人：胡威（南開大學）
報告時間：2023年6月6日10:30---11:30
主持人：楊建奎
地點：教三328
報告摘要：
In this talk, we mainly focus on analysis on the In-App advertising contract of a mobile platform and two competitive App developers. Moblie platform is an online store for distributing mobile apps and designed to connect mobile app developers and users. Mobile platform launches in-app advertisement for their advertisers to monetize the mobile app market. We develop an app advertising revenue sharing model with two competitive app developers and one mobile platform. The mobile platform is the leader, and the two app developers are the follower.
In addition, reward advertising is widely used as a new monetization model in mobile Apps, where consumers can choose to view reward ads to access premium content. We consider how App developers make decisions about two--period reward advertising rates and premium content discounts in the presence of consumer confirmation bias.
報告人介紹：
胡威，女，南開大學數(shù)學科學學院副教授，碩士生導(dǎo)師。2008年畢業(yè)于中國科學院數(shù)學與系統(tǒng)科學研究院，主要從事供應(yīng)鏈決策與優(yōu)化、收益管理等方面的研究。在運籌學國內(nèi)外期刊EJOR，AOR等發(fā)表多篇論文。
