Constructing a maximum utility slate of on-line advertisements
Clinical Orthopaedics and Related Research(2007)
摘要
We present an algorithm for constructing an optimal slate of sponsored search ad- vertisements which respects the ordering that is the outcome of a generalized second price auction, but which must also accommodate complicating factors such as overall budget constraints. The algorithm is easily fast enough to use on the fly for typical problem sizes, or as a subroutine in an overall optimization.
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关键词
column generation,advertising,sponsored search,budgets,budget constraint,data structure,discrete mathematics
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