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May 13, 2026Journal of Marketing Research

EXPRESS: Ad Intensity Policies and Content Provision on Revenue-Sharing Content Platforms

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Authors

YWYuansheng WeiLTLin TianBJBaojun Jiang

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Overview

Randomized trial analyzes ad intensity policies' effects on content quality in online platforms, suggesting implications for profitability.

Key Points

  • This research aims to explore how different ad intensity policies influence content quality, creator incentives, and platform profitability.
  • Analyzed a model with one platform and two competing content creators.
  • Studied three ad intensity policies: differentiated advertising (DA), uniform advertising (UA), and creator-set advertising (CA).
  • Compared effects on revenue-sharing rates, content quality, and consumer behavior.
  • UA leads to higher revenue-sharing rates, content quality, and platform profits compared to DA.
  • Creators prefer UA when substitutability is low but may choose DA when it is high.
  • CA weakens content investment incentives, resulting in lower quality and profit compared to UA and DA.

Cite This Study

Wei et al. (2026) studied this question.

synapsesocial.com/papers/6a04153d79e20c90b4445149https://doi.org/10.1177/00222437261452611
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