报告人：李胜利 北京大学信息管理系

时间：  2025年6月9日（周一）10:00

地点：主楼317

个人简介：

李胜利老师现任北京大学信息管理系长聘副教授。研究方向包括信息系统经济学、电子商务、社交媒体分析。主持或参与国家自然科学基金项目等多项。论文曾发表于MISQ、POM、JMIS、JAIS、DSS、I&M等期刊。曾获北京大学黄廷方/信和青年杰出学者奖、2011-2015年中国信息经济学会理论贡献奖、2019年中国信息经济学优秀成果奖、中国信息经济学2024创新成果奖等。任中国信息经济学会常务理事，Information Technology & Management期刊副编辑，Industrial Management & Data Systems期刊编委会成员等。

讲座简介：

The wide adoption of data analytics technologies on video streaming platforms enables delivering advertisements to targeted audiences and significantly improves the efficacy and efficiency of advertising. On the one hand, streaming platforms can precisely capture consumers' interests, purchasing habits, and behavioral patterns. On the other hand, this may also raise consumers’ privacy concerns. In this paper, we build an analytical model to investigate the implications of targeted advertising on streaming platforms, considering three different business models, namely free-content-with-ads business model (FBM), subscription business model (SBM), and dual business model (DBM). We characterize the conditions under which the platform should adopt targeted advertising and the corresponding optimal targeting level. Further, the proliferation of targeted advertising may impact the streaming platform’s decision on business models. This study also provides insights into the optimal business models when targeted advertising is implemented.