Mobius

DataFunSummit

Sep 13, 2022 · Artificial Intelligence

Elegant Integration of Ads in Search: An Analysis of Baidu's Mobius Approach

This article examines how search advertising can be seamlessly blended with user queries by balancing relevance and revenue, reviewing the evolution from portal indexing to recommendation systems, and detailing Baidu's Mobius framework that jointly optimizes relevance, CTR, and eCPM in a unified pipeline.