Not yet reviewed by Pith; the record is open.

Devising dynamic pricing policy with always valid online statistical learning procedure is an important and as yet unresolved problem. Most existing dynamic pricing policy, which focus on the faithfulness of adopted customer choice models, exhibit a limited capability for adapting the online uncertainty of learned statistical model during pricing process. In this paper, we propose a novel approach for designing dynamic pricing policy based regularized online statistical learning with theoretical guarantees. The new approach overcomes the challenge of continuous monitoring of online Lasso procedure and possesses several appealing properties. In particular, we make the decisive observation that the always-validity of pricing decisions builds and thrives on the online regularization scheme. Our proposed online regularization scheme equips the proposed optimistic online regularized maximum likelihood pricing (OORMLP) pricing policy with three major advantages: encode market noise knowledge into pricing process optimism; empower online statistical learning with always-validity over all decision points; envelop prediction error process with time-uniform non-asymptotic oracle inequalities. This type of non-asymptotic inference results allows us to design more sample-efficient and robust dynamic pricing algorithms in practice. In theory, the proposed OORMLP algorithm exploits the sparsity structure of high-dimensional models and secures a logarithmic regret in a decision horizon. These theoretical advances are made possible by proposing an optimistic online Lasso procedure that resolves dynamic pricing problems at the process level, based on a novel use of non-asymptotic martingale concentration. In experiments, we evaluate OORMLP in different synthetic and real pricing problem settings, and demonstrate that OORMLP advances the state-of-the-art methods.