chapter  Chapter 13
33 Pages

Auction-Based Advertising Technologies

WithLiu Peng, Wang Chao

This chapter introduce the bidding logic when various mechanisms work together in practice, and outlines the technical architectures and optimization goals of search advertising and ad network (ADN), as well as some relevant computing problems. It focuses on the foremost general technologies in the auction-based advertising: ad retrieval, query expansion, and online data processing. For the real advertising products, several billing methods may be available at the same time, and their expected cost per time (eCPM) estimation processes are also different. In auction-based advertising, the ads are ranked by eCPM. Search ad is the earliest and most important auction-based advertising system. Search ad is one of the most typical auction-based advertising systems; the main difference between search ad and general ADN is that the former heavily relies on the contextual information, which restricts the role of user tags.