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date: 28 June 2017

Abstract and Keywords

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

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