講座：A Mechanism Design Perspective of Live-streaming Commerce: The Role of Information Provision
題 目：A Mechanism Design Perspective of Live-streaming Commerce: The Role of Information Provision
演講人：高品 博士生 香港科技大學
主持人：李成璋 助理教授 上海交通大學安泰經濟與管理學院
Live-streaming advertising is a rapidly emerging trend in e-commerce. Both Amazon and Alibaba have used this new marketing tool to sequentially recommend different products to consumers. In this paper, we use a mechanism design framework to demonstrate how a live-streaming platform can improve its advertising revenue relative to traditional position auctions. We show that the revenue loss from neglecting information provision can be arbitrarily large. However, solving for the optimal mechanism is NP-hard. We thus develop several heuristics with constant performance bounds relative to an upper bound on optimal revenue. We attribute the effectiveness of information provision to its discriminatory role in serving heterogeneous advertisers. The impacts of information provision on the payment/allocation rules as well as advertisers’utilities are intricate and studied in detail.
Mr. Pin Gao is a fourth-year PhD student in the Department of Industry Engineering & Decision Analytics, Hong Kong University of Science and Technology (HKUST). Prior to this, he earned a MPhil and a BSc both in Physics from HKUST and Wuhan University, respectively. His current research interests include revenue management, multi-armed bandits, and algorithmic game theory.