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  \textbf{\textsc{STANFORD UNIVERSITY}}\\[5pt]
  \textbf{\textsc{DEPARTMENT OF STATISTICS}}\\[5pt]
  \Large{\textbf\textsc{{DEPARTMENTAL SEMINAR}}}
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\begin{center}
  4:15 p.m., Tuesday, November 1, 2005\\
  Sequoia Hall Room 200\\
  (Cookies at 3:45 in 1st Floor Lounge)
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\begin{center}
  \textsl{Jan Pedersen} \\
  Chief Scientist, Yahoo! Search and Marketplace Group \\
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\begin{center}
  \textbf{Sponsored Search: Theory and Practice}
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Web Search is an essential navigation technology for the World Wide Web, yet 
is provided for free to consumers.   This is possible due to {\it Sponsored 
Search}, the delivery of relevance-targeted text advertisements as part of 
the search experience.  Sponsored search has evolved to satisfy users' need 
for relevant search results and advertisers' desire for qualified traffic to 
their Web sites and is now considered to be among the most effective marketing 
vehicles available.

I will quickly survey the history of sponsored search and present a framework 
for understanding the underlying economic ecosystem.  I will present the 
relevant aspects of auction theory that bare on the analysis and optimization 
of sponsored search.  Finally I will discuss the underlying statistical 
prediction problems.
  
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