大数据挖掘advertising教案.ppt

CS 345Data Mining Online algorithms Search advertising Online algorithms Classic model of algorithms You get to see the entire input, then compute some function of it In this context, “offline algorithm” Online algorithm You get to see the input one piece at a time, and need to make irrevocable decisions along the way Similar to data stream models Example: Bipartite matching Example: Bipartite matching Example: Bipartite matching Matching Algorithm Problem: Find a maximum-cardinality matching for a given bipartite graph A perfect one if it exists There is a polynomial-time offline algorithm (Hopcroft and Karp 1973) But what if we don’t have the entire graph upfront? Online problem Initially, we are given the set Boys In each round, one girl’s choices are revealed At that time, we have to decide to either: Pair the girl with a boy Don’t pair the girl with any boy Example of application: assigning tasks to servers Online problem Greedy algorithm Pair the new girl with any eligible boy If there is none, don’t pair girl How good is the algorithm? Competitive Ratio For input I, suppose greedy produces matching Mgreedy while an optimal matching is Mopt Competitive ratio = minall possible inputs I (|Mgreedy|/|Mopt|) Analyzing the greedy algorithm Consider the set G of girls matched in Mopt but not in Mgreedy Then it must be the case that every boy adjacent to girls in G is already matched in Mgreedy There must be at least |G| such boys Otherwise the optimal algorithm could not have matched all the G girls Therefore |Mgreedy| ? |G| = |Mopt - Mgreedy| |Mgreedy|/|Mopt| ? 1/2 Worst-case scenario History of web advertising Banner ads (1995-2001) Initial form of web advertising Popular websites charged X$ for every 1000 “impressions” of ad Called “CPM” rate Modeled similar to TV, magazine ads Untargeted to demographically tageted Low clickthrough rates low ROI for advertisers Performance-based advertising Introduced by Overture around 2000 Advertisers “bid” on search k