Platform Economy and Platform Business Models : A Case Study of a Leading Advertising Technology Company in the Travel and Hospitality Sector

This thesis explores the dynamics of digital platform economy and platform business models through a case study of a prominent advertising technology company within the travel and hospitality sector. The research focuses on exploring various author’s theoretical perspectives and models, evaluating the extent to which our case study could potentially apply these frameworks. The study utilizes a mixed-methods approach, combining a comprehensive literature review with a detailed case analysis of a company, on which a 6-month internship has been completed, aiming to explore the operational strategies and outcomes of the company's platform model. Key findings highlight the importance of theoretical background in explaining the company’s platform and analyzing its business model, key elements and attributes. Additionally, the case analysis allows identifying critical factors contributing to the success of the platform model with SaaS companies, including technological innovation, data-driven insights, customer-centric design approach, and effective partnership strategies. Addressing challenges such as regulatory compliance and customer data protection was also crucial within the context of the platform economy. The thesis concludes with some strategic recommendations for operational enhancement for the company within the dynamic landscape of the platform economy and evolving features of the travel and hospitality industry as well as the advertising field. During our study, we have identified some limitations in terms of available data and resources specific for SaaS companies operating as one-sided platforms. This poses the question whether the disposed theories could effectively be applied and cover all parts of our analysis. Based on that, we could then identify the urgent need for further research to extend the current theoretical frameworks by analyzing multiple different cases of companies within the same industry. This will potentially lead to refine existing frameworks and accommodate the complexities and dynamics specific to one- sided platform models in commerce media or in the travel and hospitality sector. Such studies and efforts could enhance the understanding of how these companies create, deliver, and capture value, and therefore, potentially leading to innovative business model adaptations.