This paper examines the pricing and choice of advertising schemes for a two-sided platform considering two business models, each with two advertising schemes. In the “1-n” model, the prices on the provider side are the same in the two schemes; however, the price in the “1-1“ model is always higher under the “HA” scheme. The results suggest that the preferred choice for the platform regarding the advertising schemes is the same as that in the two models. We extend our model in several directions and draw some management insights for a two-sided platform for the platform operator.

中文翻译：

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双边平台的定价和广告方案选择

本文研究了考虑两种商业模式的双面平台的广告方案的定价和选择，每种模式都有两种广告方案。在“1-n”模型中，两种方案中提供方的价格相同；然而，在“HA”方案下，“1-1”模式的价格总是更高。结果表明，平台在广告方案方面的首选与两种模型中的相同。我们在几个方向上扩展了我们的模型，并为平台运营商的双面平台得出了一些管理见解。