DocumentCode
2386216
Title
AdWords and generalized on-line matching
Author
Mehta, Aranyak ; Saberi, Amin ; Vazirani, Umesh ; Vazirani, Vijay
fYear
2005
fDate
23-25 Oct. 2005
Firstpage
264
Lastpage
273
Abstract
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.
Keywords
advertising data processing; deterministic algorithms; information services; randomised algorithms; search engines; string matching; AdWords; on-line matching; online bipartite matching problem; optimal algorithms; search engine; Advertising; Algorithm design and analysis; Companies; Computer science; Displays; Floods; Greedy algorithms; Internet; Probability distribution; Search engines;
fLanguage
English
Publisher
ieee
Conference_Titel
Foundations of Computer Science, 2005. FOCS 2005. 46th Annual IEEE Symposium on
Print_ISBN
0-7695-2468-0
Type
conf
DOI
10.1109/SFCS.2005.12
Filename
1530720
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