# AdWords and generalized on-line matching

@article{Mehta2005AdWordsAG,
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}
}
• Published 1 October 2007
• Computer Science
• 46th Annual IEEE Symposium on Foundations of Computer Science (FOCS'05)
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.
552 Citations

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