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Incentive‐compatible advertising on nonretail platforms

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  • Kfir Eliaz
  • Ran Spiegler

Abstract

Nonretail platforms enable users to engage in noncommercial activities, while generating user information that helps ad targeting. We present a model in which the platform chooses a personalized ad‐display rule and an advertising fee (which depends on the targeted user group). The policy that maximizes the platform's advertising revenues creates an incentive for advertisers to strategize targeting. We provide a condition for incentive‐compatibility of the first‐best policy, and highlight the forces that make it harder to satisfy. We apply our result to examples of platforms. Our analysis of social networks turns out to be related to the “community‐detection” problem.

Suggested Citation

  • Kfir Eliaz & Ran Spiegler, 2020. "Incentive‐compatible advertising on nonretail platforms," RAND Journal of Economics, RAND Corporation, vol. 51(2), pages 323-345, June.
    • Handle: RePEc:bla:randje:v:51:y:2020:i:2:p:323-345
    DOI: 10.1111/1756-2171.12316
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    References listed on IDEAS

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    6. Itay P. Fainmesser & Andrea Galeotti, 2016. "Pricing Network Effects," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 83(1), pages 165-198.
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    Cited by:

    1. Yongyi Zhou & Yulin Zhang & Mark Goh, 2021. "Choice of pricing and advertising schemes for a two‐sided platform," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(7), pages 1865-1885, October.

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