報告題目：Behind Privacy Labels: Data Tracking and Advertising Competition on App Platforms
報告人：清華大學經濟偉德國際1946bv官網劉登攀 教授
報告時間：2023年11月28日（周二）上午10點
報告地點：主樓317房間
報告內容簡介：
Recently, a controversial new privacy policy on the mobile app platform, which requires app developers to display privacy labels and explicitly request data-tracking permissions from users, has sparked a heated discussion among practitioners in digital advertising. In this paper, we build a game-theoretic model to examine how this new policy impacts the key stakeholders of a mobile app platform (i.e., app developers, the platform, and consumers). The model captures how the new policy prompts developers to broaden their strategies beyond mere pricing competition by incorporating data-tracking levels as an additional competitive dimension, which in turn impacts the intensity of price competition among developers. We find that while implementing a policy that restricts developers’ tracking of consumers may lead to an increase in advertising revenue for the platform, it can sometimes put the platform at a disadvantage. This is because it may incentivize developers to lower their prices and engage in more intense price competition, consequently reducing the platform’s commission revenue. Regarding app developers, the new policy may prove beneficial, despite its restriction to tracking only those consumers who have opted in. Another noteworthy finding is that while platforms have asserted that the new policy is aimed at safeguarding consumers’ privacy, it does not always serve consumers’ best interests. Our paper provides meaningful implications for all key stakeholders within the realm of mobile app platforms regarding the implementation of the new privacy policy.
報告人簡介：
劉登攀，清華大學經濟偉德國際1946bv官網管理科學與工程系長聘教授、博士生導師。曾執教于美國愛荷華州立大學商學院并獲得終身教職（Tenured）。研究興趣包括平臺經濟、電子商務等領域。在Management Science、Information Systems Research、Management Information Systems Quarterly等國際頂尖學術期刊發表多篇論文。現擔任國際頂尖學術期刊Production and Operations Management的Senior Editor。
（承辦：管理工程系、科研與學術交流中心）
