Pricing guidance in Ad sale negotiations

The PrintAds example

Adam Isaac Juda, Shan Muthukrishnan, Ashish Rastogi

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

1 Citation (Scopus)

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

Other

Other3rd 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

All Science Journal Classification (ASJC) codes

  • Software
  • Artificial Intelligence
  • Computer Science Applications

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
Juda, Adam Isaac ; Muthukrishnan, Shan ; 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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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.",
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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

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

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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