Refereed article in conference proceedings (A4)
With or without super platforms? Analyzing online publishers’ strategies in the game of traffic
List of Authors: Salminen J., Maslennikov D., Jansen B., Olkkonen R.
Editors: Steffen Staab, Olessia Koltsova, Dmitry I. Ignatov
Conference name: International Conference on Social Informatics
Publisher: Springer Verlag
Publication year: 2018
Journal: Lecture 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 source: Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Title of series: Lecture Notes in Computer Science
Volume number: 11186
Start page: 251
End page: 260
Number of pages: 10
ISBN: 978-3-030-01158-1
eISBN: 978-3-030-01159-8
ISSN: 0302-9743
DOI: http://dx.doi.org/10.1007/978-3-030-01159-8_24
URL: https://doi.org/10.1007/978-3-030-01159-8_24
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/37102618
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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