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arXiv 2107.14534cs.SIcs.CY
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开放网络对COVID-19流行病的适应能力如何?

How resilient is the Open Web to the COVID-19 pandemic?

José González-Cabañas, Patricia Callejo, Pelayo Vallina, Ángel Cuevas, Rubén Cuevas, Antonio Fernández Anta

摘要:

在本文中,我们将开放式网络指的是免费提供给互联网用户的一系列服务,代表了现代社会的支柱。尽管其对社会的重要性,但尚不清楚COVID-19大流行对开放网络的影响。在本文中,我们将讨论这一问题,重点分析西班牙,这是受疫情影响最严重的国家之一。一方面,我们研究疫情对开放网络的财务支柱--在线广告业务的影响。为此,我们利用供需经济理论中的概念,仔细分析广告空间供应对在线广告业务财务短缺及其随后广告空间价格下降的弹性。另一方面,我们分析了开放网络在不同业务类别中的分布情况及其在COVID-19疫情期间的演变。这些分析是在2020年1月1日至12月31日之间进行的,使用的参考数据集包括来自180多亿个广告空间的信息。我们的研究结果表明,开放网络经历了温和的转变,其组成的业务类别。然而,这种变化并不是由在线广告业务的资金短缺造成的,因为正如我们的分析所示,开放网络的广告空间供应是缺乏弹性的(即,对疫情期间广告位的持续低价不敏感)。相反,现有的证据表明,开放网络组成的变化可能是由于用户在线行为的变化(例如,浏览和移动应用程序利用模式)。

英文摘要:

In this paper we refer to the Open Web to the set of services offered freely to Internet users, representing a pillar of modern societies. Despite its importance for society, it is unknown how the COVID-19 pandemic is affecting the Open Web. In this paper, we address this issue, focusing our analysis on Spain, one of the countries which have been most impacted by the pandemic. On the one hand, we study the impact of the pandemic in the financial backbone of the Open Web, the online advertising business. To this end, we leverage concepts from Supply-Demand economic theory to perform a careful analysis of the elasticity in the supply of ad-spaces to the financial shortage of the online advertising business and its subsequent reduction in ad spaces' price. On the other hand, we analyze the distribution of the Open Web composition across business categories and its evolution during the COVID-19 pandemic. These analyses are conducted between Jan 1st and Dec 31st, 2020, using a reference dataset comprising information from more than 18 billion ad spaces. Our results indicate that the Open Web has experienced a moderate shift in its composition across business categories. However, this change is not produced by the financial shortage of the online advertising business, because as our analysis shows, the Open Web's supply of ad spaces is inelastic (i.e., insensitive) to the sustained low-price of ad spaces during the pandemic. Instead, existing evidence suggests that the reported shift in the Open Web composition is likely due to the change in the users' online behavior (e.g., browsing and mobile apps utilization patterns).

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。

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