What is Your Data Strategy? The Strategic Interactions in Data-Driven Advertising

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

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Detail(s)

Original languageEnglish
Title of host publicationInternational Conference on Information Systems 2019 Proceedings
PublisherAssociation for Information Systems
ISBN (electronic)9780996683197
Publication statusPublished - Dec 2019

Publication series

NameInternational Conference on Information Systems, ICIS
PublisherAssociation for Information Systems

Conference

Title40th International Conference on Information Systems (ICIS 2019)
LocationInternationales Congress Center München (ICM)
PlaceGermany
CityMunich
Period15 - 18 December 2019

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Link to Scopus https://www.scopus.com/record/display.uri?eid=2-s2.0-85103452941&origin=recordpage
Permanent Link https://scholars.cityu.edu.hk/en/publications/publication(a3b6f351-b0c7-42be-b009-6ced3439bb36).html

Abstract

The increasing demand of using data to generate insights has spawned the new data broker industry. Data brokers are playing an increasingly critical role in the data-driven advertising ecosystem. Motivated by this new phenomenon, we build an analytical model to analyze the interplay between the data broker's data quality decision and the firm's decisions on ads delivery choice and product pricing. We find that when the firm's ads delivery capability vis-à-vis that of the data broker is either low or high, the data broker may offer high quality data to the firm. Interestingly, under some circumstances, the data broker may offer low quality data to the firm, incentivizing the latter to employ the former's ads delivery service. This result suggests that data quality can be a strategic tool leveraged by the data broker to affect firm's ads delivery choice. We discuss implications and provide future extensions.

Research Area(s)

  • Data broker, Data supply, Data-driven advertising, Pricing

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Publication fingerprints text

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Interaction Social Sciences
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Advertising Social Sciences
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Data Quality Social Sciences
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Strategy Earth and Planetary Scien...
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Delivery Earth and Planetary Scien...
100
Data Strategy Keyphrases
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Online Advertising Keyphrases
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Strategic Interacti... Keyphrases
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Data Brokers Keyphrases
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interactions INIS
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Citation Format(s)

[ RIS ] [ BibTeX ]
What is Your Data Strategy? The Strategic Interactions in Data-Driven Advertising. / Zhang, Xin; Zhang, Ran Alan; Yue, Wei Thoo et al.
International Conference on Information Systems 2019 Proceedings. Association for Information Systems, 2019. 2182 (International Conference on Information Systems, ICIS).

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review