AdWords and generalized on-line matching

@article{Mehta2005AdWordsAG,
  title={AdWords and generalized on-line matching},
  author={Aranyak Mehta and Amin Saberi and Umesh V. Vazirani and Vijay V. Vazirani},
  journal={46th Annual IEEE Symposium on Foundations of Computer Science (FOCS'05)},
  year={2005},
  pages={264-273}
}
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 trade-off revealing LP and use it to derive an optimal algorithm achieving a competitive ratio of 1−1/e for this problem. 
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