For over 40 years, artists and venues have depended on Ticketmaster to get tickets into the hands of fans. In the primary market, tickets are often priced below market leaving a large arbitrage opportunity in the secondary market. The conventional view is that resale trading in the secondary market provides a more efficient marketplace where exchanges better reflect the demand and supply of tickets than the primary market.

A global pricing strategy, however, has little to do with primary versus secondary markets and instead requires a marketplace that balances both short and long term concerns of artists and fans. Carnahan's presentation at DataScience: Elevate describes the approaches that Ticketmaster has taken to sell tickets, using Contextual Bandit and the Verified Fan program as a single globally-optimized strategy.