The New York Yankees are in the midst of one of Major League Baseball's most impressive streaks — despite moving into a new, smaller Yankee Stadium in 2009, the Yankees have led the American League in attendance for nine straight seasons. But the Yankees may not be entirely pleased with how the seats have been filled in the Bronx.

The New York Post reported Tuesday, April 24 that the Yankees are engaged in a dispute with StubHub, the official ticket reseller of Major League Baseball, over how inexpensively it prices some tickets to Yankee Stadium. The Yankees have the second-highest average ticket price in MLB this year ($51.55, per the Team Marketing Report) and their cheapest tickets are $5 (before service fees) in the bleachers and grandstand.

Many companies in the secondary ticketing market are worried about the effects that paperless ticketing might have on their business — therefore, more and more of the industry's key players are acquiring additional services as a way to draw more attention from consumers.

eBay-owned StubHub, a popular online ticket exchange, has acquired Peekspy, a company that develops 3D mapping technology for entertainment venues. Peekspy's website, Fanvenues, lets users see a 3D view of the vantage point from a chosen section of seats.

Secondary ticket marketplace StubHub has rolled out a new mobile ticketing app for iPhones and Android devices that will allow fans to have their cell phones scanned at the gate in order to gain entry.

The first team to utilize the technology is the San Francisco Giants, which will begin scanning those barcoded tickets at AT&T Park today, August 25, for a series against the Houston Astros.

In a major victory for leading ticket resale marketplace StubHub — and in turn the overall secondary ticket market — a federal judge in New York this week ruled in favor of the company and dismissed a lawsuit by a fan who bought New York Yankees tickets from the site but complained of deceptive business practices.

Yankees fan Andrea Weinstein tried unsuccessfully to buy tickets to a 2010 Yankees game against the Kansas City Royals from the Yankees' Web site, and the site redirected her to StubHub, which has a resale ticketing deal with Major League Baseball.

The Philadelphia Flyers, coming off last season's appearance in the Stanley Cup finals and currently sitting atop the Eastern Conference, are planning to increase ticket prices next season, and the team came to that conclusion with the help of the secondary ticket market.

Team officials admitted recently that they studied StubHub, eBay, Razorgator and other secondary ticket market sites to help determine their new ticket pricing plans for next season, which Peter Luukko, president and chief operating officer of team owners Comcast-Spectacor, told the Philadelphia Daily News is part of an effort at "rescaling the house."