作者：Lin, Mei; Ke, Xuqing; Whinston, Andrew B.
作者单位：University of Hong Kong; University of Texas System; University of Texas Austin; University of Texas System; University of Texas Austin
摘要：Designing business models that take into consideration the role of advertising support is critical to the success of online services. In this paper, we address the challenges of these business model strategies and compare different ad revenue models. We use game theory to model vertical differentiation in both monopoly and duopoly settings, in which online service providers may offer an ad-free service, an ad-supported service, or a combination of these services. Offering both ad-free and ad-s...
