Pricing guidance in Ad sale negotiations: The PrintAds example

Adam Isaac Juda; S. Muthukrishnan; Ashish Rastogi

doi:10.1145/1592748.1592757

Pricing guidance in Ad sale negotiations: The PrintAds example

Adam Isaac Juda, S. Muthukrishnan, Ashish Rastogi

Research output: Chapter in Book/Report/Conference proceeding › Conference 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 language	English (US)
Title of host publication	Proceedings of the 3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09
Pages	61-68
Number of pages	8
DOIs	https://doi.org/10.1145/1592748.1592757
State	Published - 2009
Event	3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09 - Paris, France Duration: Jun 28 2009 → Jun 28 2009

Publication series

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

Conference

Conference	3rd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD 2009 in Conjunction with SIGKDD'09
Country/Territory	France
City	Paris
Period	6/28/09 → 6/28/09

ASJC Scopus subject areas

Artificial Intelligence
Computer Science Applications
Software

Access to Document

10.1145/1592748.1592757

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). Article 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, S.; 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 proceeding › Conference 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). doi: 10.1145/1592748.1592757

Juda, Adam Isaac ; Muthukrishnan, S. ; 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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title = "Pricing guidance in Ad sale negotiations: The PrintAds example",

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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Pricing guidance in Ad sale negotiations: The PrintAds example

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