時(shí)間：1月18日（星期一）上午10：00-11:30
騰訊會(huì)議號(hào)：232 157 851
報(bào)告人：美國(guó)杜蘭大學(xué)助理教授 戈德林國(guó)際教育中心行政主任 譚寅亮博士
報(bào)告內(nèi)容簡(jiǎn)介：
Digital advertisements offer a full spectrum of behavioral customization for timing and content capabilities. The existing research in display advertising has predominantly concentrated on the content of advertising; however, our focus is on optimizing the timing of display advertising. In practice, users are constantly adjusting their engagement with content as they process new information continuously. The recent development of emotional tracking and wearable technologies allows platforms to monitor the user’s engagement in real time. We model the user’s continuous engagement process through a Brownian motion. The proposed optimal policy regarding the timing of behavioral advertising is based on a threshold policy with a trigger threshold and target level. Specifically, the platform should insert the advertisement when the user’s engagement level reaches the trigger threshold, and the length of the advertisement should let the user’s engagement level drop to the target level. Analogous to the familiar idea of “price discrimination,” the methods we propose in this study allow the platforms to maximize their revenue by “discriminatory” customization of the timing and length of the advertisement based on the behavior of individual users. Finally, we quantify the benefits of the proposed policy by comparing it with the practically prevalent policies (i.e., pre-roll, mid-roll and a mix of the two) through a simulation study. Our results reveal that for a wide range of settings, the proposed policy not only significantly increases the platform’s profitability, but also improves the completion rate at which consumers finish viewing the advertisement.
報(bào)告人簡(jiǎn)介：
譚寅亮是美國(guó)杜蘭大學(xué)弗里曼商學(xué)院管理科學(xué)方向助理教授，戈德林國(guó)際教育中心行政主任。譚寅亮博士畢業(yè)于美國(guó)佛羅里達(dá)大學(xué)，學(xué)習(xí)運(yùn)營(yíng)管理及信息系統(tǒng)。他擁有豐富的商業(yè)分析方面的教學(xué)經(jīng)驗(yàn)，獲得過(guò)弗里曼商學(xué)院最佳教師獎(jiǎng)。其研究興趣主要集中在科技管理與創(chuàng)新，電子產(chǎn)品定價(jià)，以及人工智能領(lǐng)域。他在國(guó)際頂級(jí)期刊Management Science, MIS Quarterly, Information Systems Research, Production and Operations Management多次發(fā)表論文。現(xiàn)在擔(dān)任Production and Operations Management的資深編輯以及Decision Science的副編輯。他于2019年被評(píng)為世界最佳40名40歲以下的商學(xué)院教授,也是杜蘭大學(xué)歷史上第一個(gè)獲此殊榮的教授。
（承辦：管理工程系、科研與學(xué)術(shù)交流中心）
