An advertising revenue model for access ISPs
An advertising revenue model for access ISPs
复制标题
接入 ISP 的广告收入模式
DOI：
10.1109/iscc.2017.8024591
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发表时间：
2017
期刊：
影响因子：
--
通讯作者：
Sergey Gorinsky
中科院分区：
文献类型：
--
作者：
Pradeep Bangera;Syed Hasan;Sergey Gorinsky
面对持续增长的流量和不断上升的成本，接入互联网服务提供商（ISP）意识到其传统的固定订阅费用收入模式是不可持续的。监管方面的担忧，例如对特定内容收费的担忧，限制了ISP寻找新的收入来源。本文分析了一种收入模式，在这种模式下，接入ISP作为广告发布商，面向明确选择其广告赞助接入计划的用户发布广告。首先，我们进行了一项调查，结果显示用户对广告赞助的互联网接入有很大兴趣。然后，我们从数学上对广告收入模式进行了特征描述，并根据来自两家接入ISP和一家广告发布商的真实数据评估了其经济可行性。虽然广告收入是切实存在的，但它们并不能完全覆盖接入ISP的成本。即使从相对比例来看，规模较大的接入ISP从广告中获益更多，广告收入最多可覆盖其资本支出的50%。作为订阅费用的补充，接入ISP可以利用广告收入，以有意义的方式激励用户获得更好的互联网连接，例如对于所考虑的两家ISP，额外的数据速率可提高6 - 9Mbps，或者额外的数据上限可提高12 - 20GB。
Faced with the unrelenting traffic growth and rising costs, access ISPs (Internet Service Providers) realize that their traditional revenue model of flat subscription fees is unsustainable. Regulatory concerns, e.g., about content-specific charging, constrain the ISPs' search for new revenue sources. This paper analyzes a revenue model where an access ISP acts as a publisher of ads to users who explicitly opt for an ad-sponsored access plan of the ISP. First, we conduct a survey showing a substantial interest of users in ad-sponsored Internet access. Then, we mathematically characterize the advertising revenue model and asses its economic feasibility based on real data from two access ISPs and an ad publisher. While the ad revenues are tangible, they do not completely cover the costs of the access ISPs. Even in relative terms, a larger access ISP benefits more from the advertising, with the ad revenues covering up to 50% of the ISP's capital expenditure. Complementing the subscription fees, the access ISPs can leverage the ad revenues to meaningfully incentivize the users with better Internet connectivity, such as 6–9 Mbps in extra data rates or 12–20 GB in extra data caps for the two considered ISPs.