April 2018
Intermediate to advanced
334 pages
10h 18m
English
Once all the advertisers place their bids for rate per click on certain search queries, the platforms receive the data, which comprises the set of bids by different advertisers along with the total budget for each advertiser, and the historical data of click-through-rate (CTR) for each of those search queries.
The main objective is to select a set of advertisements in response to each query such that the revenue made by the search engine (that is, the auctioneer) is maximized. Just like the revenue maximization of the auctioneer, profit maximization of the advertiser is also important and includes various bidding strategies.