Personalizing Ad Load to Optimize Subscription and Ad Revenues: Product Strategies Constructed from Experiments on Pandora

• DOI: 10.1287/mksc.2022.0357
• Publication Date: 2024-08-06T13:49:59Z
• Authors: Ali Goli; David H. Reiley; Hongkai Zhang
• Keywords: 0502 economics and business; 05 social sciences

Using a field experiment on Pandora Media, the researchers show that one can increase subscription profits by 7% personalizing ad load across users without decreasing profits.