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The goal is to provide a classification of the problems in this area, an introduction into the techniques used, a glimpse into the practical impact, and to provide direction in terms of open questions. Matching continues to find core applications in diverse domains, and the advent of massive online and streaming data emphasizes the future applicability of the algorithms and techniques surveyed here.<\/jats:p>","DOI":"10.1561\/0400000057","type":"journal-article","created":{"date-parts":[[2013,10,17]],"date-time":"2013-10-17T06:30:12Z","timestamp":1381991412000},"page":"265-368","source":"Crossref","is-referenced-by-count":209,"title":["Online Matching and Ad Allocation"],"prefix":"10.1108","volume":"8","author":[{"given":"Aranyak","family":"Mehta","sequence":"first","affiliation":[{"name":"Google Research , 1600 Amphitheatre Pkwy, Mountain View, CA 94043,","place":["USA"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2013,10,17]]},"reference":[{"key":"2026040314243972400_ref001","doi-asserted-by":"crossref","first-page":"364","DOI":"10.1257\/000282805774670167","article-title":"The New York city high school match","author":"Abdulkadiroglu","year":"2005","journal-title":"American Economic Review"},{"key":"2026040314243972400_ref002","first-page":"272","article-title":"Optimal delivery of sponsored search advertisements subject to budget constraints","volume-title":"ACM Conference on Electronic Commerce","author":"Abrams","year":"2007"},{"issue":"15","key":"2026040314243972400_ref003","doi-asserted-by":"crossref","first-page":"731","DOI":"10.1016\/j.ipl.2011.05.007","article-title":"Improved analysis of the greedy algorithm for stochastic matching","volume":"111","author":"Adamczyk","year":"2011","journal-title":"Information Processing Letters"},{"key":"2026040314243972400_ref004","article-title":"Biobjective online bipartite matching","volume-title":"Manuscript","author":"Aggarwal"},{"key":"2026040314243972400_ref005","first-page":"1253","article-title":"Online vertex-weighted bipartite matching and single-bid budgeted allocations","volume-title":"SODA","author":"Aggarwal","year":"2011"},{"key":"2026040314243972400_ref006","article-title":"A dynamic near-optimal algorithm for online linear programming","volume-title":"CoRR","author":"Agrawal","year":"2009"},{"key":"2026040314243972400_ref007","first-page":"311","article-title":"Adcell: Ad allocation in cellular networks","volume-title":"ESA","author":"Alaei","year":"2011"},{"key":"2026040314243972400_ref008","first-page":"26","article-title":"Auctions with budget constraints","volume-title":"Scandinavian Workshop on Algorithm Theory (SWAT)","author":"Andelman","year":"2004"},{"issue":"1","key":"2026040314243972400_ref009","doi-asserted-by":"crossref","first-page":"55","DOI":"10.1002\/rsa.3240060107","article-title":"Randomized greedy matching. 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