Selling Data to Marketers 2: In Selling Data Appends with Costs Below the Prior Mean, the High-Cost Plan Is Efficient and the Low-Cost Plan Carries Less Information If φ < 1/2 and More If φ > 1/2Research Paper
Motivation
Data brokers sell information about consumers to firms that decide whom to target: a lender deciding whom to offer credit, a retailer deciding whom to mail. Two products dominate this market. A marketing list sells contact information together with an analysis, so that a firm cannot reach the consumer at all without buying. A data append adds information about consumers the firm already knows, so that the firm can act even without buying. Liang Guo's Selling Data to Marketers (Management Science, doi:10.1287/mnsc.2023.01350) studies how a monopoly data seller should design a menu of data products when the buyers' targeting costs are private, and shows that the answer differs sharply between the two products.
This mission formalizes the data-append result in the paper's base model with a binary targeting value: Proposition 3 (p. 13 of the author's manuscript). The companion missions of the series cover marketing lists and the general model with a rotation-ordered family of posterior distributions.
Setting
A marketer can take an action at cost . The action yields a value , with with prior probability , so the prior mean is . Not acting yields .
The seller can produce a signal with , where the informativeness is chosen from . The signal probabilities are and , and the posterior means after and are and , computed by Bayes' rule. The standing assumption makes acting worthwhile exactly after the high signal, so a marketer of cost values information at . Serving a marketer with informativeness costs the seller , with and increasing.
Marketers have cost with probability and with probability , privately known. The seller offers a menu of two plans and with fees . Type 's payoff from plan is
With data appends, a marketer who buys nothing can still act on the prior, so its outside option is . The seller maximizes subject to () and (). An optimal menu solves this problem; its informativeness levels are .
The benchmark is the seller's problem when costs are observable: for each type it maximizes over . Any maximizer is an efficient informativeness .
Formalization targets
Goal: Proposition 3 (p. 13)
When :
The first claim is an equality of sets: the high-cost informativeness levels of optimal menus are exactly the efficient ones at . The inequalities hold for every optimal menu and every efficient .
Milestones
- Willingness to pay (§3.2, p. 13): for , , which is increasing in .
- Reduction (8) (p. 13): with and binding, the problem becomes the maximization over of
- The -derivatives (proof of Proposition 3, p. 32): the benchmark derivative and the derivative of (8), which adds .
Significance
The result says that a data seller's distortion depends on the product's form. With marketing lists the low-cost marketers are the high type, their plan is efficient, and the high-cost plan is distorted (Proposition 2, p. 11). With data appends and costs below the prior mean, the outside option falls with faster than the value of information does, so high-cost marketers have the larger willingness to pay. The roles of the types switch, the low-cost plan is distorted, and the direction of the distortion is reversed, giving the paper's "double mirror image" (p. 13). The direction is set by the skewness of the prior through the sign of , not by an assumed single-crossing condition.
The result is proved in the paper, in an appendix argument of a few lines that invokes Topkis's monotonicity theorem. To our knowledge it has no machine-checked proof. Formalizing it makes explicit what the printed proof leaves to the reader: that the constraints dropped in (8) hold at its optimum, that the efficient and optimal informativeness need not be unique, and which regularity of the strict inequalities need.
Difficulty
The obvious argument substitutes the binding constraints, compares first-order conditions, and invokes Topkis's theorem. Three steps of it are not automatic. First, the reduction drops , and the nonnegativity of fees; these must be shown to hold at every maximizer of (8), and holds only because the maximizers of (8) are ordered in the right direction, which is itself a comparative-statics fact. Second, the reduction identifies the optimal menus only if (8) attains its maximum. Third, Topkis's theorem yields only weak inequalities, ; strictness needs the efficient informativeness to be interior and to be differentiable there, which footnote 5 (p. 7) supplies. Without it, both optima can sit at the same corner or .
Formalization scope
Everything is stated over in the sub-namespace SellingData.AppendsBinary. The two types form an inductive type CostType with constructors H and L. A Model structure holds , , , , , , weakly increasing on , and the standing assumption for both costs. The posteriors are defined with the divisions of the paper's (2). The outside option is the printed .
Optimality and efficiency are predicates on maximizers, never a chosen maximizer. The optimal menu is defined from the data-append screening problem itself; defining it through (8) would make the first claim of the goal trivial and is ruled out. The goal additionally assumes the part of footnote 5 that the strict inequalities need: continuous on , differentiable on , right derivative at , and as . Convexity and twice differentiability, which the footnote also lists, are not assumed. The milestones carry only what they need: none for the willingness to pay, continuity of for one part of the reduction, and differentiability at the point for the derivative.
A complete development needs Bayes posteriors for a symmetric binary signal, elementary calculus (derivatives, the mean value theorem, extrema on compact intervals), and Topkis's monotonicity theorem, which is on the platform (Theorem 2.8.4) and is referenced by this mission. Proofs of the milestones and of the goal are welcome. Lemmas on the binary-signal posteriors (for instance the identity ) are reusable by the companion mission on marketing lists.
Selected references
- Liang Guo, Selling Data to Marketers, Management Science, 2025, author's manuscript. doi:10.1287/mnsc.2023.01350
- Donald M. Topkis, Supermodularity and Complementarity, Princeton University Press, 1998. doi:10.1515/9781400822539