Optimize-and-Dispatch Architecture for Expressive Ad Auctions

Ad auctions are generating massive amounts of revenue for online search engines such as Google. Yet, the level of expressiveness provided to participants in ad auctions could be significantly enhanced. An advantage of this could be improved competition and thus improved revenue to a seller of the right to advertise to a stream of search queries. In this paper, we outline the kinds of expressiveness that one might expect to be useful for ad auctions and introduce a high-level “optimize-and-dispatch” architecture for expressive ad auctions. The architecture is designed to enable expressiveness while retaining real-time response to search queries.

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