Pricing guidance in Ad sale negotiations: The PrintAds example

Adam Isaac Juda, Shanmugavelayutham Muthukrishnan, Ashish Rastogi

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    We consider negotiations between publishers and advertisers in a marketplace for ads. Motivated by Google's online PrintAds system which is such a marketplace, we focus on the role of the market runner in improving market efficiency. We abstract the problem of pricing guidance where the market runner provides an initial price-point for negotiations based on data analysis. The problem is nuanced because the market runner can not fully reveal the price data for any of the publishers. We introduce two solutions for pricing guidance, the first using clustering and the second using support vector machines, and present experimental evaluation of our methods. Pricing guidance by the market runner is a novel direction, and we expect more research in the future.

    Original languageEnglish (US)
    Title of host publicationProceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09
    Pages61-68
    Number of pages8
    DOIs
    StatePublished - Nov 23 2009
    Event3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09 - Paris, France
    Duration: Jun 28 2009Jun 28 2009

    Publication series

    NameProceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09

    Conference

    Conference3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09
    CountryFrance
    CityParis
    Period6/28/096/28/09

    Fingerprint

    Sales
    Costs
    Online systems
    Support vector machines

    ASJC Scopus subject areas

    • Artificial Intelligence
    • Computer Science Applications
    • Software

    Cite this

    Juda, A. I., Muthukrishnan, S., & Rastogi, A. (2009). Pricing guidance in Ad sale negotiations: The PrintAds example. In Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09 (pp. 61-68). [1592757] (Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09). https://doi.org/10.1145/1592748.1592757

    Pricing guidance in Ad sale negotiations : The PrintAds example. / Juda, Adam Isaac; Muthukrishnan, Shanmugavelayutham; Rastogi, Ashish.

    Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09. 2009. p. 61-68 1592757 (Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09).

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Juda, AI, Muthukrishnan, S & Rastogi, A 2009, Pricing guidance in Ad sale negotiations: The PrintAds example. in Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09., 1592757, Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09, pp. 61-68, 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09, Paris, France, 6/28/09. https://doi.org/10.1145/1592748.1592757
    Juda AI, Muthukrishnan S, Rastogi A. Pricing guidance in Ad sale negotiations: The PrintAds example. In Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09. 2009. p. 61-68. 1592757. (Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09). https://doi.org/10.1145/1592748.1592757
    Juda, Adam Isaac ; Muthukrishnan, Shanmugavelayutham ; Rastogi, Ashish. / Pricing guidance in Ad sale negotiations : The PrintAds example. Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09. 2009. pp. 61-68 (Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09).
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