Refereed article in conference proceedings (A4)

With or without super platforms? Analyzing online publishers’ strategies in the game of traffic

List of AuthorsSalminen J., Maslennikov D., Jansen B., Olkkonen R.

EditorsSteffen Staab, Olessia Koltsova, Dmitry I. Ignatov

Conference nameInternational Conference on Social Informatics

PublisherSpringer Verlag

Publication year2018

JournalLecture Notes in Computer Science

Book title *Social Informatics : 10th International Conference, SocInfo 2018, St. Petersburg, Russia, September 25-28, 2018, Proceedings, Part II

Journal name in sourceLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

Title of seriesLecture Notes in Computer Science

Volume number11186

Start page251

End page260

Number of pages10






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Given the dominance of online platforms in attracting consumers and advertisers, online publishers are squeezed between declining traffic and advertising revenues from their website content. In turn, super platforms, the dominant content dissemination platforms, such as Google and Facebook, are monetizing online content at the expense of publishers by selling ad impressions in advertising auctions. In this work, we analyze publishers’ possibilities of forming a coalition and show that, under a set of assumptions, the optimal strategy for publishers is cooperation against a super platform rather than posting content on the super platform. Not choosing to publish on a super platform can yield the whole coalition more traffic, enabling some individual publishers to recoup the lost traffic. We further show that if the coalition does not forbid diversification, most publishers choose both coalition and super platform.

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Last updated on 2022-07-04 at 17:08