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Online marketplaces use rating systems to promote the discovery of high-quality products. However, these systems also lead to high variance in producers' economic outcomes: a new producer who sells high-quality items, may unluckily receive a low rating early, severely impacting their future popularity. We investigate the design of rating systems that balance the goals of identifying high-quality products (``efficiency'') and minimizing the variance in outcomes of producers of similar quality (individual ``producer fairness'').We show that there is a trade-off between these two goals: rating systems that promote efficiency are necessarily less individually fair to producers. We introduce prior-weighted rating systems as an approach to managing this trade-off. Informally, the system we propose sets a system-wide prior for the quality of an incoming product; subsequently, the system updates that prior to a posterior for each product's quality based on user-generated ratings over time. We show theoretically that in markets where products accrue reviews at an equal rate, the strength of the rating system's prior determines the operating point on the identified trade-off: the stronger the prior, the more the marketplace discounts early ratings data (increasing individual fairness), but the slower the platform is in learning about true item quality (so efficiency suffers). We further analyze this trade-off in a responsive market where customers make decisions based on historical ratings. Through calibrated simulations in 19 different real-world datasets sourced from large online platforms, we show that the choice of prior strength mediates the same efficiency-consistency trade-off in this setting. Overall, we demonstrate that by tuning the prior as a design choice in a prior-weighted rating system, platforms can be intentional about the balance between efficiency and producer fairness.
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The Segmentation-Thickness Tradeoff in Online Marketplaces
A core tension in the operations of online marketplaces is between segmentation (wherein platforms can increase revenue by segmenting the market into ever smaller sub-markets) and thickness (wherein the size of the sub-market affects the utility experienced by an agent). An important example of this is in dynamic online marketplaces, where buyers and sellers, in addition to preferences for different matches, also have finite patience (or deadlines) for being matched. We formalize this trade-off via a novel optimization problem that we term as 'Two-sided Facility Location': we consider a market wherein agents arrive at nodes embedded in an underlying metric space, where the distance between a buyer and seller captures the quality of the corresponding match. The platform posts prices and wages at the nodes, and opens a set of virtual clearinghouses where agents are routed for matching. To ensure high match-quality, the platform imposes a distance constraint between an agent and its clearinghouse; to ensure thickness, the platform requires the flow to any clearinghouse be at least a pre-specified lower bound. Subject to these constraints, the goal of the platform is to maximize the social surplus subject to weak budget balance, i.e., profit being non-negative. Our work characterizes the complexity of this problem by providing both hardness results as well as algorithms for this setting; in particular, we present an algorithm that for any constant ε > 0 yields a (1 + ε ) approximation for the gains from trade, while relaxing the match quality (i.e., maximum distance of any match) by a constant factor.
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- Award ID(s):
- 1839346
- PAR ID:
- 10121928
- Date Published:
- Journal Name:
- ACM SIGMETRICS performance evaluation review
- Volume:
- 3
- Issue:
- 1
- ISSN:
- 1557-9484
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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- Free Publicly Accessible Full Text
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Accepted Manuscript1.0
- Journal Article:
- https://doi.org/10.1145/3311089
