Online Matching and Adwords PDF
Preview Online Matching and Adwords
Online Matching and Adwords Aranyak Mehta Google Research Mountain View, CA Search Adver=sing (Adwords) Queries Bidding (online) (offline) users adver=sers Search engine Queries Bidding (online) (offline) users adver=sers Search engine Find matching Score candidates Run auc3on candidates Queries Bidding (online) (offline) users adver=sers Search engine Find matching Score candidates Run auc3on candidates • Adver=ser Budgets => Demand Constraint => Matching Display ads • Demand is offline from adver=sers • Targe=ng • Quan=ty (“1M ads”) • Supply is online from page views Ad Exchanges Publisher Ad Network Ad Exchange Publisher Ad Network Publisher Ad Network … Many other examples from adver=sing and outside. Theory to Prac=ce • Details of the implementa=on: – CTR, CPC, pay-‐per-‐click, Second price auc=on, Posi=on Normalizers. • Objec=ve func=ons (in order): – User’s u=lity – Adver=ser ROI – Short term Revenue / Long term growth Online Bipar=te Matching • Match upon arrival, irrevocably • Maximize size of the matching . . . . . . Known in Arrive advance Online The Core difficulty
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