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

时  间：2025年12月25日（星期四），上午10:00-11:30

地  点：后主楼1610会议室

主讲人：厉  行（北京大学光华管理学院）

主持人：龚诗阳（北京师范大学经济与工商管理学院）

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.

演讲嘉宾简介：

厉行，北京大学光华管理学院市场营销副教授、博士生导师、中国高校市场学研究会理事。主要研究领域为营销模型和产业经济学，研究问题包括在线广告的效果衡量、线上线下渠道融合、社交网络的传播、版权保护与产品定价等。在“Rand Journal of Economics”、“The Economic Journal”、“Management Science”、“Journal of the Academy of Marketing Science”、《经济学（季刊）》、《营销科学学报》、《金融研究》、《世界宗教研究》等国内外重要学术期刊上发表论文。