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# search-c - Sponsored Search Cory Pender Sherwin Doroudi...

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Sponsored Search Cory Pender Sherwin Doroudi

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Optimal Delivery of Sponsored Search Advertisements Subject to Budget Constraints Zoe Abrams Ofer Mendelevitch John A. Tomlin
Introduction Search engines (Google, Yahoo!, MSN) auction off advertisement slots on search page related to user’s keywords Pay per click Earn millions a day through these auctions Auction type is important

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Solution Focus on small subset of queries Predictable volumes in near future Constitute large amount of total volume

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Sponsored search parameters Bids Query frequencies Advertiser budgets Controlled by advertisers Pricing and ranking algorithm Generalized second price (GSP) auction Rankings according to (bid) x (quality score) Charged minimum price needed to maintain rank Goal: take these parameters into account, maximize revenue
Motivating example Bidder Bid for q 1 Bid for q 2 Budget b 1 C 1 + ε C 1 C 1 b 2 C 1 0 C 1 b 3 C 1 - C 1 - 2 C 1 Allocation Shown for q 1 Shown for q 2 Total Revenue Greedy b 1 b 3 C 1 + Optimal b 2 b 1 2C 1 - Reserve price is ε

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Problem Definition Queries Q = {q 1 , q 2 , q 3 , . .., q N } Bidders B = {b 1 , b 2 , b 3 , . .., b M } Bidding state A(t); A ij (t) is j ’s bid for i-th query d j is j ’s daily budget v i
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search-c - Sponsored Search Cory Pender Sherwin Doroudi...

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