Keynote 1 - Algorithmic Methods for Sponsored Search Advertising

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.