Considering In-App Advertising Mode, Platform-App Channel Coordination by a Sustainable Cooperative Advertising Mechanism
نویسندگان
چکیده
منابع مشابه
An Analysis of A Mobile Platform ' s In - App Advertising
We develop a two-sided market model that captures two unique features of the in-app mobile advertising market: the joint structure of the adverting platform and agency pricing for the app sales channel. In the joint structure of the mobile advertising platform, both the platform owner and the app developer jointly control the provisioning of ads compared to the platform owner alone in the tradi...
متن کاملStochastic cooperative advertising in a manufacturer–retailer decentralized supply channel
This work considers cooperative advertising in a manufacturer–retailer supply chain. While the manufacturer is the Stackelberg leader, the retailer is the follower. Using Sethi model it models the dynamic effect of the manufacturer and retailer’s advertising efforts on sale. It uses optimal control technique and stochastic differential game theory to obtain the players’ advertising strategies a...
متن کاملDual-Channel Supply Chain Coordination Strategy with Dynamic Cooperative Advertising
With the rapid development of electronic commerce, many manufacturers choose to establish dualchannel supply chains. To promote sales, the manufacturer in a dual-channel supply chain usually invests in national advertising and provides support to the retailer who promotes the goodwill through local advertisement. In our research, we use a Stackelberg differential game theoretic model to show th...
متن کاملCoordination of Information Sharing and Cooperative Advertising in a Decentralized Supply Chain with Competing Retailers Considering Free Riding Behavior
This paper studies a decentralized supply chain in which a manufacturer sells a common generic product through two traditional and online retailers under free riding market. We assume that the traditional retailer provides the value added services but the online retailer does not. Factors such as retail prices, local advertising of the retailers, global advertising of the manufacturer and servi...
متن کاملSmartphone App Categorization for Interest Targeting in Advertising Marketplace
Last decade has witnessed a tremendous expansion of mobile devices, which brought an unprecedented opportunity to reach a large number of mobile users at any point in time. This resulted in a surge of interest of mobile operators and ad publishers to understand usage patterns of mobile apps and allow more relevant content recommendations. Due to a large input space, a critical step in understan...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Sustainability
سال: 2019
ISSN: 2071-1050
DOI: 10.3390/su12010145