For helpful comments, the authors are grateful to the seminar attendees at Carnegie Mellon University, the University of Arizona, the University of Minnesota, the University of Washington, and Arizona State University as well as anonymous reviewers of the Marketing Science Institute 2018–2020 Research Priorities Research Grant Competition, anonymous reviewers and participants at the Conference on Information Systems and Technology 2019, INFORMS Annual Meeting 2019, Platform Strategy Symposium 2019, American Marketing Association Summer Conference 2019, Marketing Dynamics Conference 2019, China Summer Workshop on Information Management 2019, and the Consortium Friday Seminar Series 2021 (host: Indiana University). All results have been reviewed to ensure that no confidential information is disclosed. Three authors contributed equally to this work.