stanford大学大数据挖掘advertising.pptVIP

Worst case for BALANCE N advertisers, each with budget B à N à 1 NB queries appear in N rounds of B queries each Round 1 queries: bidders A1, A2, …, AN Round 2 queries: bidders A2, A3, …, AN Round i queries: bidders Ai, …, AN Optimum allocation: allocate round i queries to Ai Optimum revenue NB 第三十页，共三十七页。 BALANCE allocation … A1 A2 A3 AN-1 AN B/N B/(N-1) B/(N-2) After k rounds, sum of allocations to each of bins Ak,…,AN is Sk = Sk+1 = … = SN = ?1· 1· kB/(N-i+1) If we find the smallest k such that Sk ? B, then after k rounds we cannot allocate any queries to any advertiser 第三十一页，共三十七页。 BALANCE analysis B/1 B/2 B/3 … B/(N-k+1) … B/(N-1) B/N S1 S2 Sk = B 1/1 1/2 1/3 … 1/(N-k+1) … 1/(N-1) 1/N S1 S2 Sk = 1 第三十二页，共三十七页。 BALANCE analysis Fact: Hn = ?1· i· n1/i = approx. log(n) for large n Result due to Euler 1/1 1/2 1/3 … 1/(N-k+1) … 1/(N-1) 1/N Sk = 1 log(N) log(N)-1 Sk = 1 implies HN-k = log(N)-1 = log(N/e) N-k = N/e k = N(1-1/e) 第三十三页，共三十七页。 BALANCE analysis So after the first N(1-1/e) rounds, we cannot allocate a query to any advertiser Revenue = BN(1-1/e) Competitive ratio = 1-1/e 第三十四页，共三十七页。 General version of problem Arbitrary bids, budgets Consider query q, advertiser i Bid = xi Budget = bi BALANCE can be terrible Consider two advertisers A1 and A2 A1: x1 = 1, b1 = 110 A2: x2 = 10, b2 = 100 第三十五页，共三十七页。 Generalized BALANCE Arbitrary bids; consider query q, bidder i Bid = xi Budget = bi Amount spent so far = mi Fraction of budget left over fi = 1-mi/bi Define ?i(q) = xi(1-e-fi) Allocate query q to bidder i with largest value of ?i(q) Same competitive ratio (1-1/e) 第三十六页，共三十七页。 内容总结 CS 345Data Mining。M = {(1,c),(2,b),(3,d),(4,a)} is a。|Mgreedy|/|Mopt| ? 1/2。Banner ads (1995-2001)。Multi-billion-dollar industry。q1, q2,。1/(N-k+1)。1/(N-1) 1/N。N-k = N/e。k = N(1-1/e)。Revenue = BN(1-1/e)。Arbitrary bids。Define ?i(q) = xi(1-e-fi) 第三十七页，共三十七页。 CS 345Data Mining Online algorithms Search advertising 第一页，共三十七页。 Online algori