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The primary business model behind Web search is based on textual advertising, where contextually relevant ads are displayed alongside search results. The authors address the problem of selecting these ads so that they are both relevant to the queries and profitable to the search engine, showing that optimizing ad relevance and revenue is not equivalent. Selecting the best ads that satisfy these constraints also naturally incurs high computational costs, and time constraints can lead to reduced relevance and protability. They propose a novel two-stage approach, which conducts most of the analysis ahead of time.
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