DocumentCode
3440305
Title
Keynote 1 - Algorithmic Methods for Sponsored Search Advertising
Author
Muthukrishnan, S.M.
Author_Institution
Google, New York, NY
fYear
2008
fDate
5-8 May 2008
Abstract
Summary form only given. One of most popular network services is web search. Modern search engines display advertisements while responding to user queries. They rely on market mechanisms to elicit prices for these advertisements, and use auctions. The algorithms for the underlying bidding and pricing tasks use techniques from three mathematical areas: mechanism design and game theory, optimization, and statistical estimation. The talk will describe the mathematical and algorithmic issues and challenges in sponsored search advertising.
Keywords
advertising data processing; information retrieval; pricing; search engines; Web search; game theory; mechanism design; pricing; search engines; sponsored search advertising; statistical estimation;
fLanguage
English
Publisher
ieee
Conference_Titel
Communication Networks and Services Research Conference, 2008. CNSR 2008. 6th Annual
Conference_Location
Halifax, NS
Print_ISBN
978-0-7695-3135-9
Type
conf
DOI
10.1109/CNSR.2008.8
Filename
4519826
Link To Document