Incentive‐compatible advertising on nonretail platforms
研究了非零售平台如何设计个性化广告展示规则和费用，以最大化广告收入并防止广告商策略性瞄准，给出了最优政策激励相容的条件。
Abstract Nonretail platforms enable users to engage in noncommercial activities, while generating user information that helps ad targeting. We present a model in which the platform chooses a personalized ad‐display rule and an advertising fee (which depends on the targeted user group). The policy that maximizes the platform's advertising revenues creates an incentive for advertisers to strategize targeting. We provide a condition for incentive‐compatibility of the first‐best policy, and highlight the forces that make it harder to satisfy. We apply our result to examples of platforms. Our analysis of social networks turns out to be related to the “community‐detection” problem.