題  目：Promoting Quality in Ad Ranking: An Examination of an Online Retail Media for Short Videos

時  間：2025年12月25日（星期四），上午10:00-11:30

地  點：后主樓1610會議室

主講人：厲  行（北京大學光華管理學院）

主持人：龔詩陽（北京師范大學經濟與工商管理學院）

摘要： Retail media platforms often prioritize ad revenue over sales commissions in their ranking algorithms, resulting in a low product quality delivered by advertisements. We evaluate a "quality-enhanced" ranking algorithm via a field experiment on a major short-video platform. Compared to a standard ad-revenue-maximizing baseline, promoting high-quality products decreased direct ad revenue by 2.1% but increased total Gross Merchandise Value (GMV) by 8.2%. This growth stemmed largely from positive spillovers, including a 16.8% rise in same-advertiser organic sales and an 11.1% increase in search-driven purchases. Our findings suggest that high-quality ads encourage consumer deliberation and exploration. Consequently, incorporating product quality into ad ranking can enhance overall platform profitability and advertiser ROI, especially when sales commissions are sufficient to offset the marginal decline in ad revenue.

演講嘉賓簡介：

厲行，北京大學光華管理學院市場營銷副教授、博士生導師、中國高校市場學研究會理事。主要研究領域為營銷模型和產業(yè)經濟學，研究問題包括在線廣告的效果衡量、線上線下渠道融合、社交網絡的傳播、版權保護與產品定價等。在“Rand Journal of Economics”、“The Economic Journal”、“Management Science”、“Journal of the Academy of Marketing Science”、《經濟學（季刊）》、《營銷科學學報》、《金融研究》、《世界宗教研究》等國內外重要學術期刊上發(fā)表論文。