通过广告实现公共Wi-Fi盈利
Public Wi-Fi Monetization via Advertising
摘要：
公共Wi-Fi热点的激增为Wi-Fi网络带来了新的商业潜力，如今Wi-Fi网络承载着大量的全球移动数据流量。在本文中，我们提出了一种新的Wi-Fi货币化模型，用于部署公共Wi-Fi热点的场馆所有者（VO），其中VO可以通过为移动用户（MU）提供两种不同的Wi-Fi接入方案来产生收入：（i）高级接入，其中MU直接向VO支付其Wi-Fi使用，以及（ii）广告赞助接入，其中MU观看广告以换取免费使用Wi-Fi。VO通过广告平台将其广告空间出售给广告商（AD），并与广告平台分享AD的付款。我们将广告平台、VO、MU和AD之间的经济互动制定为三阶段Stackelberg博弈。在第一阶段，广告平台宣布其广告收入分成政策。在第二阶段，VO确定Wi-Fi价格（MU）和广告价格（AD）。在第三阶段，MU做出访问选择，AD购买广告位。我们系统地分析了该博弈的子博弈完美均衡（SPE），我们的分析显示了以下有用的观察结果。首先，广告平台在第一阶段的广告收入分成政策将只影响VO的Wi-Fi价格，而不会影响VO在第二阶段的广告价格。第二，VO的Wi-Fi价格和广告价格在广告集中度水平上不下降，在MU访问频率上不增加。数值结果进一步表明，VO能够通过主要提供一种类型的Wi-Fi接入（高级接入或广告赞助接入）来产生大量收入，具体取决于其广告集中度水平和MU访问频率。
英文摘要：
The proliferation of public Wi-Fi hotspots has brought new business potentials for Wi-Fi networks, which carry a significant amount of global mobile data traffic today. In this paper, we propose a novel Wi-Fi monetization model for venue owners (VOs) deploying public Wi-Fi hotspots, where the VOs can generate revenue by providing two different Wi-Fi access schemes for mobile users (MUs): (i) the premium access, in which MUs directly pay VOs for their Wi-Fi usage, and (ii) the advertising sponsored access, in which MUs watch advertisements in exchange of the free usage of Wi-Fi. VOs sell their ad spaces to advertisers (ADs) via an ad platform, and share the ADs' payments with the ad platform. We formulate the economic interactions among the ad platform, VOs, MUs, and ADs as a three-stage Stackelberg game. In Stage I, the ad platform announces its advertising revenue sharing policy. In Stage II, VOs determine the Wi-Fi prices (for MUs) and advertising prices (for ADs). In Stage III, MUs make access choices and ADs purchase advertising spaces. We analyze the sub-game perfect equilibrium (SPE) of the proposed game systematically, and our analysis shows the following useful observations. First, the ad platform's advertising revenue sharing policy in Stage I will affect only the VOs' Wi-Fi prices but not the VOs' advertising prices in Stage II. Second, both the VOs' Wi-Fi prices and advertising prices are non-decreasing in the advertising concentration level and non-increasing in the MU visiting frequency. Numerical results further show that the VOs are capable of generating large revenues through mainly providing one type of Wi-Fi access (the premium access or advertising sponsored access), depending on their advertising concentration levels and MU visiting frequencies.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
