Advertising is a unique service business. When limited to the Internet, platform operators gather users and allow them to access the platform for free in exchange for viewing advertisements. In reality, users are not accessing the platform for free; instead, the advertiser pays for it. In other words, users do not fulfill any obligations regarding platform use, while the advertiser assumes those obligations and gains profit by notifying and exposing themselves to the user. The platform operator fulfills its obligation by providing the advertising medium to the advertiser, but does not guarantee the advertisement’s success and is not accountable for the outcomes of the business. Advertising represents one of the few unique transaction structures in the world that satisfies the utility of each party without necessarily attributing benefits to the counterparty meant to receive them. Such an unusual transaction structure has been rare throughout human history. Although the advertising indu...
In 2002, Nobel Prize-winning economist Daniel Kahneman conducted an experiment called the “Dictator Game”. It was 1986. One of the two subjects was given $20 to share with the other. The first condition was that the recipient could exercise his veto power if he did not like the distribution ratio, and then, the ruler ensured that the giver did not have the money. The second condition eliminated the veto. In the first condition, most people who gave money were divided in half. In the second condition, however, the giver had about 70% and shared only 30%. Most people think of fairness to vested interests between 50% and 70%. But, in some cases, even though the recipient had a veto, the giver had 90% and wanted to share only 10%. At that time, it was beneficial for the recipient to receive at least 10%, but by exercising the veto power, the giver did not have the money either. This is the moment of conflict between justice and rationality. People do not make decisions based on reason alon...