AdWords and generalized on-line matching

AdWords and generalized on-line matching

How does a search engine company decide what ads to display with each query so as to maximize its revenue? This turns out to be a generalization of the online bipartite matching problem. We introduce the notion of a tradeoff revealing LP and use it to derive two optimal algorithms achieving competit...

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Bibliographische Detailangaben
Hauptverfasser: Mehta, A., Saberi, A., Vazirani, U., Vazirani, V.
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Advertising
Algorithm design and analysis
Companies
Computer science
Displays
Floods
Greedy algorithms
Internet
Probability distribution
Search engines
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Beschreibung
Zusammenfassung:How does a search engine company decide what ads to display with each query so as to maximize its revenue? This turns out to be a generalization of the online bipartite matching problem. We introduce the notion of a tradeoff revealing LP and use it to derive two optimal algorithms achieving competitive ratios of 1-1/e for this problem.
ISSN:0272-5428
DOI:10.1109/SFCS.2005.12