1. AdWords and Generalized On-line Matching

2. How does a search engine company decide what ads to display with each query so as to maximize its revenue?
The article introduces a notion of tradeoff revealing LP and uses it to derive an optimal algorithm achieving a competitive ratio of 1 − 1/e for this problem.

3. But there are things to consider..
The Objective:
As queries arrive during the day, they must be assigned to advertisers. The objective is to maximize the total revenue while respecting the daily budgets.
But there are things to consider..
A bidder pays only if the user clicks on his ad.
Advertisers have different daily budgets.
Instead of charging a bidder his actual bid, the search engine company charges him the next highest bid.
Multiple ads can appear with the results of a query.
Advertisers enter at different times.

4. A Discretized Version of the Algorithm

12. How are the problems solved?