Christopher Anderson is a professor of operations, technology and information management, and an expert in area of revenue and pricing management. Despite the backlash, he says both consumers and artists reap benefits from dynamic pricing.

Anderson says:

“In the case of Oasis, dynamic pricing allowed some enthusiastic fans to secure great deals by being online early or waiting in online queues. This scenario might not have occurred if the true demand had been known from the start, leading to initially high prices.

“Ticketmaster's proactive engagement in pricing is likely a better outcome than setting prices too low, which could result in tickets being resold in the secondary market, benefiting only resellers rather than the artists. 

“By actively managing prices, artists can share in the gains, motivating them to hold more concerts and ultimately benefiting more customers.”