The adwords problem

Abstract

We consider the problem of a search engine trying to assign a sequence of search keywords to a set of competing bidders, each with a daily spending limit. The goal is to maximize the revenue generated by these keyword sales, bearing in mind that, as some bidders may eventually exceed their budget, not all keywords should be sold to the highest bidder. We assume that the sequence of keywords (or equivalently, of bids) is revealed on-line. Our concern will be the competitive ratio for this problem versus the off-line optimum.