Abstract
We propose a simple, flexible, efficient, and general framework for running large-scale highly-dynamic sponsored search auctions. Our framework aims at exploring optimal tradeoffs among various objectives of three parties: platform, advertisers, and users. We model the optimal tradeoffs as an online linear program problem, which can be addressed by a simple approach based on semi-Lagrangian duality. Experimental results conducted on large-scale real-world traffic show that the proposed framework can significantly improve all objectives considered, as well as the platform's revenue.
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