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AdWords and generalized on-line matching
Mehta, A. Saberi, A. Vazirani, U. Vazirani, V.
Aranyak Mehta;

This paper appears in: Foundations of Computer Science, 2005. FOCS 2005. 46th Annual IEEE Symposium on
Publication Date: 23-25 Oct. 2005
On page(s): 264- 273
ISBN: 0-7695-2468-0
INSPEC Accession Number: 8803104
Digital Object Identifier: 10.1109/SFCS.2005.12
Current Version Published: 2005-11-14

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.

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