廣告攔截對數位廣告市場之影響

The Effect of Adblock in Digital Advertising Markets

李昀儒(Yun-Ju Lee)

指導教授 ： 朱建達

國立臺灣大學/社會科學院/經濟學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201600179

摘要

隨著科技發展，行動裝置日趨普及，透過數位方式提供的產品大幅增加，而該類產品複製容易，導致盜版氾濫，產品開發商因而改由訂閱及廣告獲利，是以廣告攔截的出現對數位市場的影響是相當重要的議題。本論文為消費者、開發者、廣告商以及廣告平台建立模型，並求解其子賽局完全均衡，在均衡下分析廣告攔截對數位廣告市場之影響，討論之市場包含使用者均為同質之市場及使用者對廣告厭惡程度有不同的市場。結果顯示，廣告攔截的出現可能降低或提升廣告量，影響因素包含廣告成本及使用者的分佈。

關鍵字

數位市場 ； 廣告迴避 ； 數位廣告 ； 廣告匹配 ； 廣告攔截

並列摘要

With the revolution in mobile devices, an increasing amount of content is distributed digitally. Because of digital content’s vulnerability to illegally copy, selling contract is gradually replaced with service subscription and advertisement. However, adblock, one of the advertisement avoidance technology, also appears. As a result, the effect of adblock becomes an integral factor in the digital market. This paper modelled utilities for four agents:
consumers displeased by advertisement, digital content providers profiting through advertisement, advertisers impressed with by advertisement, and the platform responsible for matching advertisement. The subgame perfect Nash equilibrium was solved under their
optimization decisions. At the equilibrium, this paper evaluated the effect of adblock in the markets with homogeneous and heterogeneous consumers in the degree of dislike for advertisement. The result suggested that adblock may decrease or increase the advertisement supply depending on the cost of advertisement and the distribution of consumers.

並列關鍵字

adblock ； advertisement avoidance ； advertisement matching ； digital advertisement ； digital market

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