Winners, Losers, and Facebook: The Role of Social Logins in the Online Advertising Ecosystem

• 成果类型: Article
• 署名作者: Kraemer, Jan; Schnurr, Daniel; Wohlfarth, Michael
• 署名单位: University of Passau; University of Passau
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2017.3012
• 发表日期: 2019
• 页码: 1678-1699
• 关键词: social login; advertising markets; targeted advertising; Data sharing

摘要

Social logins, such as Log in with Facebook, improve a website's user experience and therefore enjoy great popularity among content providers (CPs) and users alike. Moreover, they also enable the social network and the CPs to share data, which individually improves their ability to place targeted advertising. On the basis of a game-theoretic model that offers a microfoundation for CPs' competition for advertisements, on the one hand, and CPs' competition for users, on the other hand, we demonstrate the strategic effects of social logins in the online advertising ecosystem. We fully characterize the market conditions under which social logins are offered and adopted, and when the adoption is actually profitable for the CPs. In particular, we show across several model extensions that the voluntary adoption of the social login may yield a prisoner's dilemma outcome for the CPs.