数字广告计价模式的演进及未来:契约经济学视角  

On the Evolution and Future of the Pricing Model of Digital Advertising:From the Perspective of Contract Economics

作　　者：柳庆勇[1] 陈晓涵 张金海 LIU Qingyong;CHEN Xiaohan;ZHANG Jinhai

机构地区：[1]三峡大学文学与传媒学院 [2]武汉工商学院 [3]武汉大学新闻与传播学院

出　　处：《传媒经济与管理研究》2024年第2期247-272,共26页Media Economics and Management Research

基　　金：国家社会科学基金项目“数字广告流量造假的区块链智能合约治理研究”(21BXW080)。

摘　　要：目前鲜见关于数字广告计价模式演进及未来的学理研究。从契约经济学视角来看,数字广告计价模式演进的本质是契约不断创新,其逻辑是不断降低交易成本。历史考察及比较分析发现,在数字广告市场的构成单元——广告主与数字广告媒介组织之间交易的重复动态博弈中,后者会利用信息不对称采取机会主义行为:在CPT模式下因成本低而严重,进而交易成本高;在CPM/CPC模式下因成本较低而较严重,进而交易成本较高;在CPA模式下因成本很高而基本不存在,进而交易成本很低。由于信息不对称总是客观的,因此这种差异的主观原因是,以CPT、CPM/CPC模式为核心内容的契约非最优;而以CPA模式为核心内容的契约满足了最优契约的“激励相容约束”条件,但其不满足“参与约束”条件,所以未来应该优化CPA模式,设计最优契约。At present,there is little scientific research on the evolution and future of the pricing model of digital advertising.From the perspective of contract economics,the essence of the evolution of digital advertising pricing model is the continuous innovation of contracts,and the logic is the continuous reduction of transaction costs.Through historical investigation and comparative analysis,it is found that in the repeated dynamic game of the constituent units of the digital advertising market—the transaction between advertisers and digital advertising media organizations,the latter will take advantage of information asymmetry to adopt opportunistic behavior:under the CPT model,it is serious due to low cost,and thus high transaction cost;under the CPM/CPC model,it is more serious because of the lower cost,and thus the higher transaction cost.under the CPA model,it basically does not exist because of the high cost,and thus the transaction cost is very low.Because information asymmetry is always objective,so the subjective reason for this difference is that the contract with CPT and CPM/CPC model as the core content is non-optimal,while the contract with CPA model as the core content meets the“incentive-compatibility constraint”condition of the optimal contract.But it does not meet the“participation constraint”condition,so the CPA model should be optimized in the future to design the optimal contract.

关 键 词：数字广告计价模式 契约 机会主义行为 交易成本 

分 类 号：F27[经济管理—企业管理]