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

Xin Zhang; Ran Alan Zhang; Wei Thoo Yue; Yugang Yu

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

Xin Zhang, Ran Alan Zhang, Wei Thoo Yue, Yugang Yu

Department of Information Systems

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

3 Citations (Scopus)

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.

Original language	English
Title of host publication	International Conference on Information Systems 2019 Proceedings
Publisher	Association for Information Systems
ISBN (Electronic)	9780996683197
Publication status	Published - Dec 2019
Event	40th International Conference on Information Systems (ICIS 2019) - Internationales Congress Center München (ICM), Munich, Germany Duration: 15 Dec 2019 → 18 Dec 2019 https://icis2019.aisconferences.org/ https://aisel.aisnet.org/icis2019/

Publication series

Name	International Conference on Information Systems, ICIS
Publisher	Association for Information Systems

Conference

Conference	40th International Conference on Information Systems (ICIS 2019)
Place	Germany
City	Munich
Period	15/12/19 → 18/12/19
Internet address	https://icis2019.aisconferences.org/ https://aisel.aisnet.org/icis2019/

Research Keywords

Data broker
Data supply
Data-driven advertising
Pricing

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https://aisel.aisnet.org/icis2019/economics_is/economics_is/24/

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Zhang, X., Zhang, R. A., Yue, W. T., & Yu, Y. (2019). What is Your Data Strategy? The Strategic Interactions in Data-Driven Advertising. In International Conference on Information Systems 2019 Proceedings Article 2182 (International Conference on Information Systems, ICIS). Association for Information Systems. https://aisel.aisnet.org/icis2019/economics_is/economics_is/24/

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title = "What is Your Data Strategy? The Strategic Interactions in Data-Driven Advertising",

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-{\`a}-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.",

keywords = "Data broker, Data supply, Data-driven advertising, Pricing",

author = "Xin Zhang and Zhang, {Ran Alan} and Yue, {Wei Thoo} and Yugang Yu",

year = "2019",

month = dec,

language = "English",

series = "International Conference on Information Systems, ICIS",

publisher = "Association for Information Systems",

booktitle = "International Conference on Information Systems 2019 Proceedings",

address = "United States",

note = "40th International Conference on Information Systems (ICIS 2019) ; Conference date: 15-12-2019 Through 18-12-2019",

url = "https://icis2019.aisconferences.org/, https://aisel.aisnet.org/icis2019/",

}

Zhang, X , Zhang, RA , Yue, WT & Yu, Y 2019, What is Your Data Strategy? The Strategic Interactions in Data-Driven Advertising. in International Conference on Information Systems 2019 Proceedings., 2182, International Conference on Information Systems, ICIS, Association for Information Systems, 40th International Conference on Information Systems (ICIS 2019), Munich, Germany, 15/12/19. <https://aisel.aisnet.org/icis2019/economics_is/economics_is/24/>

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

TY - GEN

T1 - What is Your Data Strategy? The Strategic Interactions in Data-Driven Advertising

AU - Zhang, Xin

AU - Zhang, Ran Alan

AU - Yue, Wei Thoo

AU - Yu, Yugang

PY - 2019/12

Y1 - 2019/12

N2 - 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.

AB - 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.

KW - Data broker

KW - Data supply

KW - Data-driven advertising

KW - Pricing

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M3 - RGC 32 - Refereed conference paper (with host publication)

T3 - International Conference on Information Systems, ICIS

BT - International Conference on Information Systems 2019 Proceedings

PB - Association for Information Systems

T2 - 40th International Conference on Information Systems (ICIS 2019)

Y2 - 15 December 2019 through 18 December 2019

ER -

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

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