Title :
AdWords and generalized on-line matching
Author :
Mehta, Aranyak ; Saberi, Amin ; Vazirani, Umesh ; Vazirani, Vijay
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;
Conference_Titel :
Foundations of Computer Science, 2005. FOCS 2005. 46th Annual IEEE Symposium on
Print_ISBN :
0-7695-2468-0
DOI :
10.1109/SFCS.2005.12
