Incremental Configuration Update Model and Application in Sponsored Search Advertising

Sponsored search advertising is a significant product contributing impressive revenue to an internet search company. It serves for thousands of partners including owned properties and syndication partners. To boost revenue, configuration should frequently be changed to satisfy every partner’s personalized requirements, partners on-boarding or off-boarding, features enabling or disabling, etc. To better address these demands and make them take effect rapidly in system, a model for incremental configuration update and its application in sponsored search are put forward in this paper to do configuration update automatically. The results in application in product system turn out to be encouraging demonstrating its efficiency, helping company reduce costs .