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The design of internet advertisement systems is both an auction design problem and an information retrieval (IR) problem. As an auction, the designer needs to take the participants incentives into account. As an information retrieval problem, it needs to identify the ad that it is the most relevant to a user out of an enormous set of ad candidates. Those aspects are combined by first having an IR system narrow down the initial set of ad candidates to a manageable size followed by an auction that ranks and prices those candidates.
Goel et al. (Wed,) studied this question.