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Marketplace Design

See the latest research, articles and faculty on the Marketplace Design Area of Expertise at Columbia Business School.

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Latest on Marketplace Design

Data/Big Data, AI and Transformative Tech, Marketplace
Date
April 21, 2025
Online real estate listings
Data/Big Data, AI and Transformative Tech, Marketplace

Uncovering the Costly Bias in Marketplace Testing

Statistical bias could be misleading your product and feature testing, according to research from Columbia Business School Professor Hannah Li, but solutions might be easier than you think.
  • Read more about Uncovering the Costly Bias in Marketplace Testing about Uncovering the Costly Bias in Marketplace Testing
Algorithms, Analytics, Artificial Intelligence, Business and Society, Business Economics and Public Policy, Data and Business Analytics, AI and Transformative Tech, Digital IQ, Finance, Marketing, Marketplace
Date
April 17, 2025
Close-up computer monitor with trading software
Algorithms, Analytics, Artificial Intelligence, Business and Society, Business Economics and Public Policy, Data and Business Analytics, AI and Transformative Tech, Digital IQ, Finance, Marketing, Marketplace

Designing Smarter Economic Systems: A New Approach to Mechanism Design

Award-winning research from Professor Laura Doval tackles the “limited commitment” problem in economics, offering a model that helps governments and firms adjust rules and strategies based on new information over time.
  • Read more about Designing Smarter Economic Systems: A New Approach to Mechanism Design about Designing Smarter Economic Systems: A New Approach to Mechanism Design
Algorithms, Data and Business Analytics, AI and Transformative Tech, Marketing, Marketplace, Media and Technology
Date
April 02, 2025
TikTok logo on a smartphone
Algorithms, Data and Business Analytics, AI and Transformative Tech, Marketing, Marketplace, Media and Technology

Why a TikTok Ban Would Boost Meta’s Ad Prices—and Hurt Small Businesses

In new research, Professors Dante Donati and Hortense Fong find that the brief TikTok outage in January benefited Meta as advertisers turned to its platforms to reach users. Small businesses, less able to switch, lost out.
  • Read more about Why a TikTok Ban Would Boost Meta’s Ad Prices—and Hurt Small Businesses about Why a TikTok Ban Would Boost Meta’s Ad Prices—and Hurt Small Businesses
Algorithms, Artificial Intelligence, Business and Society, AI and Transformative Tech, Digital IQ, Marketing, Marketplace
Date
March 18, 2025
Music app on a smartphone
Algorithms, Artificial Intelligence, Business and Society, AI and Transformative Tech, Digital IQ, Marketing, Marketplace

The Secret to Getting Consumers to Trust Personalized Recommendations

Columbia Business School researchers discover that the amount of variety in a consumer’s past purchases predicts their openness to algorithm-based recommendations.
  • Read more about The Secret to Getting Consumers to Trust Personalized Recommendations about The Secret to Getting Consumers to Trust Personalized Recommendations
Algorithms, Decisions
Date
October 28, 2024
Concept for pink tax showing pink and black razor aimed at specific genders with different price tag
Algorithms, Decisions
Press Release

Algorithm Pricing – Is it Fairer Than Human-Set Standards?

Research from Columbia Business School Reveals How Consumers Perceive Pricing Set by Algorithms
  • Read more about Algorithm Pricing – Is it Fairer Than Human-Set Standards? about Algorithm Pricing – Is it Fairer Than Human-Set Standards?
Marketing, Media and Technology, Research Findings
Date
October 22, 2024
A person viewing an online retail store
Marketing, Media and Technology, Research Findings

Is There Such a Thing as a Bad Ad?

A field experiment by Professor Kinshuk Jerath and his co-researchers shows that an optimal level of ‘retail media’ benefits both marketplaces and consumers.
  • Read more about Is There Such a Thing as a Bad Ad? about Is There Such a Thing as a Bad Ad?
Business Economics and Public Policy, Marketing
Date
May 14, 2024
U.S. dollar banknote. Photo by Aidan Bartos on Unsplash.
Business Economics and Public Policy, Marketing
Press Release

New Research Finds Political Campaigns Raised Extra $43 Million in 2020 Using Deceptive Tactics

Columbia Business School Research Finds Political Campaigns Successfully Locked People into Weekly Recurring Donations By Creating Hidden Pre-Checked Boxes on Campaign Websites
  • Read more about New Research Finds Political Campaigns Raised Extra $43 Million in 2020 Using Deceptive Tactics about New Research Finds Political Campaigns Raised Extra $43 Million in 2020 Using Deceptive Tactics
Data/Big Data, AI and Transformative Tech, Leadership
Type
Digital Future
Date
April 05, 2024
Data/Big Data, AI and Transformative Tech, Leadership

How AI Is Fueling a ‘Cognitive Industrial Revolution’

LinkedIn Co-founder Reid Hoffman shares parallels between his own career and AI’s boom during a conversation with CBS Dean Costis Maglaras.
  • Read more about How AI Is Fueling a ‘Cognitive Industrial Revolution’ about How AI Is Fueling a ‘Cognitive Industrial Revolution’

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Marketplace Design Faculty

Miklos Sarvary

Miklos Sarvary

Carson Family Professor of Business
Marketing Division
Co-Faculty Director
Media and Technology Program
Vice Dean, Executive Education
Executive Education
Laura Doval

Laura Doval

Chong Khoon Lin Professor of Business
Economics Division
Kinshuk Jerath

Kinshuk Jerath

Arthur F. Burns Professor of Free and Competitive Enterprise; Chair of the Marketing Division
Marketing Division
Bo Cowgill, Assistant Professor

Bo Cowgill

Assistant Professor
Management Division
Jane (Jian) Li

Jane (Jian) Li

Assistant Professor of Business
Finance Division
Hannah Li

Hannah Li

Assistant Professor of Business
Decision, Risk, and Operations Division
Santiago Balseiro

Santiago Balseiro

Associate Professor of Business
Decision, Risk, and Operations Division
Omar Besbes

Omar Besbes

Vikram S. Pandit Professor of Business
Decision, Risk, and Operations Division
Hongyao Ma

Hongyao Ma

Assistant Professor of Business
Decision, Risk, and Operations Division

CBS Faculty Research on Marketplace Design

Wikipedia Contributions in the Wake of ChatGPT

Authors
Liang Lyu, James Siderius, Hannah Li, Daron Acemoglu, Daniel Huttenlocher, and Asuman Ozdaglar
Date
March 2, 2025
Format
Journal Article
Journal
The ACM Web Conference 2025 (Formerly WWW)

How has Wikipedia activity changed for articles with content similar to ChatGPT following its introduction? We estimate the impact using differences-in-differences models, with dissimilar Wikipedia articles as a baseline for comparison, to examine how changes in voluntary knowledge contributions and information-seeking behavior differ by article content. Our analysis reveals that newly created, popular articles whose content overlaps with ChatGPT 3.5 saw a greater decline in editing and viewership after the November 2022 launch of ChatGPT than dissimilar articles did.

Read More about Wikipedia Contributions in the Wake of ChatGPT

Personalized Game Design for Improved User Retention and Monetization in Freemium Games

Authors
Eva Ascarza, Oded Netzer, and Julian Runge
Date
Forthcoming
Format
Journal Article
Journal
International Journal of Research in Marketing

One of the most crucial aspects and significant levers that gaming companies possess in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in free-to-play (F2P) games, where the paid version often aims to enhance the player’s experience and to facilitate faster progression.

Read More about Personalized Game Design for Improved User Retention and Monetization in Freemium Games

The Customer Journey as a Source of Information

Authors
Nicolas Padilla, Eva Ascarza, and Oded Netzer
Date
Forthcoming
Format
Journal Article
Journal
Quantitative Marketing and Economics
We introduce a probabilistic machine learning model that fuses customer click-stream data and purchase data within and across journeys. This approach addresses the critical business need for leveraging first-party data (1PD), particularly in environments with infrequent purchases, which are characterized by minimal or no prior purchase history.
Read More about The Customer Journey as a Source of Information

Personalized Pricing and the Value of Time: Evidence from Auctioned Cab Rides

Authors
Nicholas Buchholz, Laura Doval, Jakub Kastl, Filip Matejka, and Tobias Salz
Date
Forthcoming
Format
Journal Article
Journal
Econometrica

We recover valuations of time using detailed data from a large ride-hail platform, where drivers bid on trips and consumers choose between a set of rides with different prices and wait times. Leveraging a consumer panel, we estimate demand as a function of both prices and wait times and use the resulting estimates to recover heterogeneity in the value of time across consumers. We study the welfare implications of personalized pricing and its effect on the platform, drivers, and consumers.

Read More about Personalized Pricing and the Value of Time: Evidence from Auctioned Cab Rides

Dark defaults: How choice architecture steers political campaign donations

Authors
Nathaniel Posner, Andrey Simonov, Kellen Mrkva, and Eric Johnson
Date
September 26, 2023
Format
Journal Article
Journal
PNAS

In the months before the 2020 U.S. election, several political campaign websites added prechecked boxes (defaults), automatically making all donations into recurring weekly contributions unless donors unchecked them. Since these changes occurred at different times for different campaigns, we use a staggered difference-in-differences design to measure the causal effects of defaults on donors’ behavior. We estimate that defaults increased campaign donations by over $43 million while increasing requested refunds by almost $3 million.

Read More about Dark defaults: How choice architecture steers political campaign donations

Affordable Housing and City Welfare

Authors
Jack Favilukis, Pierre Mabille, and Stijn Van Nieuwerburgh
Date
June 5, 2022
Format
Journal Article
Journal
Review of Economic Studies

Housing affordability has become the main policy challenge for most large cities in the world. Zoning, rent control, housing vouchers, and tax credits are the main levers employed by policy makers. We build a new dynamic stochastic spatial equilibrium model to evaluate the effect of these policies on house prices, rents, residential construction, labor supply, output, income and wealth inequality, as well as the location decision of households within the city. The analysis incorporates risk, wealth effects, and resident landlords.

Read More about Affordable Housing and City Welfare

The Exploration-Exploitation Trade-off in the Newsvendor Problem

Authors
Omar Besbes, Juan Manuel Chaneton, and Ciamac Moallemi
Date
November 4, 2021
Format
Working Paper

When an inventory manager attempts to construct probabilistic models of demand based on past data, demand samples are almost never available: only sales data can be used. This limitation, referred to as demand censoring, introduces an exploration-exploitation trade-off as the ordering decisions impact the information collected. Much of the literature has sought to understand how operational decisions should be modified to incorporate this trade-off. We ask an even more basic question: when does the exploration-exploitation trade-off matter?

Read More about The Exploration-Exploitation Trade-off in the Newsvendor Problem

Valuing Private Equity Strip by Strip

Authors
Arpit Gupta and Stijn Van Nieuwerburgh
Date
August 9, 2021
Format
Journal Article
Journal
Journal of Finance

We propose a new valuation method for private equity investments. First, we construct a cash-flow replicating portfolio for the private investment, using cash-flows on various listed equity and fixed income instruments. The second step values the replicating portfolio using a flexible asset pricing model that accurately prices the systematic risk in listed equity and fixed income instruments of different horizons.

Read More about Valuing Private Equity Strip by Strip

News and Markets in the Time of COVID-19

Authors
Harry Mamaysky
Date
June 11, 2021
Format
Working Paper

The initial phase of the COVID-19 pandemic was characterized by voluminous, highly negative news coverage. Markets overreacted to uninformative news, and reacted more to news during high volatility periods. News coverage responded to lagged market activity, and causally impacted contemporaneous returns. The early part of the pandemic was characterized by pronounced feedback between news and markets. I propose a structural break test to identify the presence and end of such feedback episodes. This one ended in March 2020, which was knowable by the end of April.

Read More about News and Markets in the Time of COVID-19

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