Abstract: Embodiments are directed towards an advertising pricing system that uses striped aggressive discounting and shared audience auctions. A plurality of stripes is determined for an audience, where at least one stripe is assigned a different discount. Each user in the audience is associated with one of the stripes. All audience data can then be distributed to and shared between data buyers; thus, each data buyer can use the audience independent of other data buyers. In one embodiment, data buyers can provide content to individual users regardless of the stripe that is associated with the user. Data buyers can then be billed based on the stripe discount associated with each user that the data buyer provided content. In one embodiment, the number, size, and discount associated with each stripe may be modified to dynamically produce an optimum yield based on shared audience auction bidding volume using striped aggressive discounting.