<acronym id="oqymk"><small id="oqymk"></small></acronym>
<rt id="oqymk"><small id="oqymk"></small></rt>
ENGLISH | 加入收藏 | 設為首頁
當前位置: 首頁>新聞公告>學術活動

講座預告 | 該何時播放廣告?基于消費者行為的最優策略研究

發布時間:2021-01-18    來源:

講座時間: 2021年1月18日(周一)14:00-17:30

騰訊會議:730550287

主講人:譚寅亮


主講人介紹

譚寅亮教授是美國杜蘭大學弗里曼商學院管理科學方向助理教授,戈德林國際教育中心行政主任。博士畢業于美國佛羅里達大學,學習運營管理及信息系統。其研究興趣主要集中在科技管理與創新,電子產品定價,以及人工智能領域。他在國際頂級期刊Management Science, MIS Quarterly, Information Systems Research, Production and Operations Management多次發表論文,F在擔任Production and Operations Management的資深編輯以及Decision Science的副編輯。于2019年被評為世界最佳40名40歲以下的商學院教授,也是杜蘭大學歷史上第一個獲此殊榮的教授。

講座內容

Digital advertisements offer a full spectrum of behavioral customization for timing and content capabilities. The existing research in display advertising has predominantly concentrated on the content of advertising; however, our focus is on optimizing the timing of display advertising. In practice, users are constantly adjusting their engagement with content as they process new information continuously. The recent development of emotional tracking and wearable technologies allows platforms to monitor the user’s engagement in real time. We model the user’s continuous engagement process through a Brownian motion. The proposed optimal policy regarding the timing of behavioral advertising is based on a threshold policy with a trigger threshold and target level. Specifically, the platform should insert the advertisement when the user’s engagement level reaches the trigger threshold, and the length of the advertisement should let the user’s engagement level drop to the target level. Analogous to the familiar idea of “price discrimination,” the methods we propose in this study allow the platforms to maximize their revenue by “discriminatory” customization of the timing and length of the advertisement based on the behavior of individual users. Finally, we quantify the benefits of the proposed policy by comparing it with the practically prevalent policies (i.e., pre-roll, mid-roll and a mix of the two) through a simulation study. Our results reveal that for a wide range of settings, the proposed policy not only significantly increases the platform’s profitability, but also improves the completion rate at which consumers finish viewing the advertisement. 
相關文章
地址:天津市南開區衛津路92號 | 郵編:300072
津ICP備05004358號 津教備0316號 天津大學管理與經濟學部 版權所有
天下好彩