An Adaptive Online Ad Auction Scoring Algorithm for Revenue Maximization [article]

Chenyang Li, Mingyi Hong, Randy Cogill, Alfredo Garcia
2012 arXiv   pre-print
Sponsored search becomes an easy platform to match potential consumers' intent with merchants' advertising. Advertisers express their willingness to pay for each keyword in terms of bids to the search engine. When a user's query matches the keyword, the search engine evaluates the bids and allocates slots to the advertisers that are displayed along side the unpaid algorithmic search results. The advertiser only pays the search engine when its ad is clicked by the user and the price-per-click is
more » ... determined by the bids of other competing advertisers.
arXiv:1207.4701v1 fatcat:d6zib2jscfgs7gaqea744owva4