On the Economics Effects of CDN-Mediated Delivery on Content Providers
On the Economics Effects of CDN-Mediated Delivery on Content Providers
复制标题
CDN 介导的交付对内容提供商的经济影响
DOI：
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发表时间：
2022
影响因子：
5.3
通讯作者：
Changhee Joo
中科院分区：
文献类型：
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作者：
Seunghyun Lee;D. Manjunath;Changhee Joo
内容交付网络 (CDN) 一直在通过互联网进行内容交付的内容提供商 (CP) 和互联网服务提供商 (ISP) 之间提供关键的工程和经济中介。它们显着提高了当今互联网流量的服务体验质量。我们将 CDN 建模为企业对企业平台，在 CP 和 ISP 之间的互联网内容交付链中提供缓存和其他服务。订阅 CDN 的 CP 和 ISP 收到相对于其基本流量的流量提升，作为回报，CDN 向 CP 和 ISP 规定订阅费用。我们假设 CDN 提供的服务在 CP 之间（或 ISP 之间）没有价格或质量差异。在此背景下，我们分析了平台两侧CDN的收入最大化价格，及其对两侧连接结构的影响。我们首先考虑寡头垄断模型，在该模型中我们制定了完整信息的领导者-追随者博弈。 CDN 是领导者，为 CP 和 ISP 制定订阅价格。 ISP 和 CP 是追随者，他们做出是否订阅 CDN 的二元决定。我们将此模型扩展到零售 CP 市场，其中 CDN 使用启发式确定收入最大化价格，而 CP 做出订阅决策。通过广泛的数值分析，我们表明 CDN 始终会为 CP 提供足够的资源，并且收入最大化价格将基本上排除货币化能力较低的 CP 和 ISP。
Content delivery networks (CDNs) have been providing the key engineering and economic mediation between content providers (CPs) and Internet service providers (ISPs) in content delivery over the Internet. They significantly improve the quality of service experience for today’s Internet traffic. We model the CDN as a business-to-business platform that provides caching and other services in the Internet content delivery chain between the CPs and the ISPs. The CPs and ISPs that subscribe to the CDN receive a traffic boost relative to their base traffic and in return the CDN prescribes a subscription charge to the CPs, and to the ISPs. We assume that the CDN provides its service without price or quality differentiation between the CPs (or between the ISPs). In this setting we analyze the revenue maximizing prices of the CDN on the two sides of the platform, and its effect on the connection structure on the two sides. We first consider the oligopoly model, where we formulate a full information, leader-follower game. The CDN is the leader and sets the subscription prices for the CPs and the ISPs. The ISPs and CPs are the followers and they make the binary decision of subscribing to the CDN or not. We extend this model to a retail CP market, where the CDN determines the revenue maximizing price using a heuristic and the CPs make the subscription decision. Using extensive numerical analyses, we show that the CDN will always provide sufficient resources to the CPs and that the revenue maximizing price will essentially price out the CPs and ISPs that have a low monetization capability.