Article

Pricing of On-line Display Advertising

Madhu Vudali and Andy Atherton

in The Oxford Handbook of Pricing Management

Published in print June 2012 | ISBN: 9780199543175
Published online November 2012 | | DOI: https://dx.doi.org/10.1093/oxfordhb/9780199543175.013.0007

Series: Oxford Handbooks in Finance

 Pricing of On-line Display Advertising

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This article discusses various aspects of Pricing and Yield Management (PYM) for Online Display Advertising from the perspective of an online publisher. Its primary focus is on the pricing process and the techniques used to set and negotiate prices, but it also discusses the broader role of yield management. Both play important and complementary roles in improving a publisher's financial performance.

Keywords: price setting; yield management; online advertising; online publishers

Article.  7106 words. 

Subjects: Economics ; Financial Institutions and Services ; Industry Studies

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