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ndltd-OhioLink-oai-etd.ohiolink.edu-ucin1163791140
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oai_dc
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ndltd-OhioLink-oai-etd.ohiolink.edu-ucin11637911402021-08-03T06:11:40Z ONLINE MATCHING PROBLEM WITH APPLICATION: GOOGLE ADWORDS PROBLEM MARAMREDDY, SUSHMA Recently several algorithms have been proposed to optimize a generalized matching problem that has application to maximizing advertising revenue on the World Wide Web. In this thesis we do an experimental study to compare these different algorithms. We have created a testbed in which popular keywords are matched to specific advertisers interested in placing advertisement in front of customers who entered the keyword. These matchings must generally take place in real time, and since advertisers have limited budgets this generalized matching problem is nontrivial. This problem is known in the literature as the "Google adwords problem". We perform our experiments by implementing six different algorithms and compare the revenue generated from the resulting output assignments. Theoretical results indicate that both the bid amount and the budget left play a significant role in maximizing the revenue; however in our study we show that a simple greedy algorithm that only uses the bid amount is often competitive with the theoretically superior algorithm. 2006 English text University of Cincinnati / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=ucin1163791140 http://rave.ohiolink.edu/etdc/view?acc_num=ucin1163791140 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
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NDLTD
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| language |
English
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| sources |
NDLTD
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| author |
MARAMREDDY, SUSHMA
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| spellingShingle |
MARAMREDDY, SUSHMA
ONLINE MATCHING PROBLEM WITH APPLICATION: GOOGLE ADWORDS PROBLEM
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| author_facet |
MARAMREDDY, SUSHMA
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| author_sort |
MARAMREDDY, SUSHMA
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| title |
ONLINE MATCHING PROBLEM WITH APPLICATION: GOOGLE ADWORDS PROBLEM
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| title_short |
ONLINE MATCHING PROBLEM WITH APPLICATION: GOOGLE ADWORDS PROBLEM
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| title_full |
ONLINE MATCHING PROBLEM WITH APPLICATION: GOOGLE ADWORDS PROBLEM
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| title_fullStr |
ONLINE MATCHING PROBLEM WITH APPLICATION: GOOGLE ADWORDS PROBLEM
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| title_full_unstemmed |
ONLINE MATCHING PROBLEM WITH APPLICATION: GOOGLE ADWORDS PROBLEM
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| title_sort |
online matching problem with application: google adwords problem
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| publisher |
University of Cincinnati / OhioLINK
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| publishDate |
2006
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| url |
http://rave.ohiolink.edu/etdc/view?acc_num=ucin1163791140
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| work_keys_str_mv |
AT maramreddysushma onlinematchingproblemwithapplicationgoogleadwordsproblem
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| _version_ |
1719432488070152192
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