报告题目：Study on the In-App Advertising and Reward Advertising

报告人：胡威（南开大学）

报告时间：2023年6月6日10:30---11:30

主持人：杨建奎

地点：教三328

报告摘要：

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.

报告人介绍：

胡威，女，南开大学数学科学学院副教授，硕士生导师。2008年毕业于中国科学院数学与系统科学研究院，主要从事供应链决策与优化、收益管理等方面的研究。在运筹学国内外期刊EJOR，AOR等发表多篇论文。