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On the Benefits of Keyword Spreading in Sponsored Search Auctions: An Experimental Analysis [chapter]

Michele Budinich, Bruno Codenotti, Filippo Geraci, Marco Pellegrini
2010 Lecture Notes in Business Information Processing  
Sellers of goods or services wishing to participate in sponsored search auctions (SSA) must define a pool of keywords that are matched on-line to the queries submitted by the users to a search engine.  ...  This technique is called keyword spreading and has recently attracted the attention of several researchers in the area of sponsored search auctions.  ...  Conclusions Keyword spreading in sponsored search auction is a technique aiming at extracting more value from the long tail of the distribution of user queries volumes.  ... 
doi:10.1007/978-3-642-15208-5_15 fatcat:ofh2rfaarzc6xmqhmvdlcjzdpm

Individual Fairness in Advertising Auctions through Inverse Proportionality [article]

Shuchi Chawla, Meena Jagadeesan
2021 arXiv   pre-print
In particular, the approximation ratio is independent of the number of advertisers in the system.  ...  We study the design of ad auctions that, given fair bids, are guaranteed to produce fair outcomes.  ...  In addition to theoretical analysis, we perform experiments on sponsored search auction data from Yahoo [21] to corroborate our theoretical bounds with respect to both the social welfare and fairness  ... 
arXiv:2003.13966v3 fatcat:f2c5wyozjngujdkeba2nc3uele

Multi-dimensional fairness for auction-based resource allocation

Albert Pla, Beatriz López, Javier Murillo
2015 Knowledge-Based Systems  
For that purpose, a recurrent auction scenario is assumed, in which the auctioneer keeps track on winner and losers.  ...  Multi-attribute resource allocation problems involves the allocation of resources on the basis of several attributes, therefore, the definition of a fairness method for this kind of auctions should be  ...  Acknowledgements This research project has been partially funded through the BR10/18 Scholarship granted to the first author of the paper.  ... 
doi:10.1016/j.knosys.2014.09.009 fatcat:6mwnfzssyrdgvox27nvr3iao5a

Making Sense of Digital Disintermediation and Development: The Case of the Mombasa Tea Auction [chapter]

2019 Digital Economies at Global Margins  
Published by the MIT Press. MIT Press books may be purchased at special quantity discounts for business or sales promotional use. For information, please email special_sales@mitpress.mit.edu .  ...  Acknowledgments An extended version of this chapter first appeared as J. Burrell  ...  In addition, I conducted an online keyword search on October 26, 2015, using the keywords "Africa hubs."  ... 
doi:10.7551/mitpress/10890.003.0012 fatcat:psdnugxerzcmje37k4xhpuhzyq

Research Commentary—Sponsored Search and Market Efficiency

Vasant Dhar, Anindya Ghose
2010 Information systems research  
We use the analogy as well as the key differences to present a theoretical framework consisting of a set of research questions about the pricing of keywords and design choices available to firms in sponsored  ...  These questions define an agenda for future research in sponsored search markets.  ...  Funding for this project was provided by an NYU-Poly Seed Fund grant. The second author also acknowledges the generous financial support from NSF CAREER Award IIS-0643847.  ... 
doi:10.1287/isre.1100.0315 fatcat:exx3lgqfrjgdrofltpj4y7ephi

The Company That You Keep: When to Buy a Competitor's Keyword

Preyas S. Desai, Woochoel Shin, Richard Staelin
2014 Marketing science (Providence, R.I.)  
Finally, we propose an analysis on the impact of the insufficient advertising budget.  ...  In search advertising, we observe different patterns of branded keyword purchase behavior by the brand owner and its competitor.  ...  of the keyword auction.  ... 
doi:10.1287/mksc.2013.0834 fatcat:qwhgmxtkr5dw3ne5gzulmcm4xu

The Company that You Keep: When to Buy a Competitor's Keyword

Woochoel Shin
2009 Social Science Research Network  
In my dissertation, I focus on the keyword selection problem, more specifically, the choice of branded keywords in search advertising.  ...  My dissertation begins with an observation on different patterns of branded keyword purchase behavior by the brand owner and its competitor.  ...  My result also suggests that both firms may be worse off by engaging in advertising, as in the prisonerʹs dilemma case. vi In an extension, I provide an analysis on the impact of the insufficient advertising  ... 
doi:10.2139/ssrn.2569251 fatcat:dc5alegznzeo7imt7i25wv6x5i

Financial Lower Bounds of Online Advertising Abuse [chapter]

Yizheng Chen, Panagiotis Kintis, Manos Antonakakis, Yacin Nadji, David Dagon, Wenke Lee, Michael Farrell
2016 Lecture Notes in Computer Science  
In sponsored search, auctions are mainly run by search engines.  ...  In sponsored search, the value of an ad is not measured by impressions, instead, it is measured if the user clicks on it. The cost of each valid click is called the cost per click (CPC).  ...  However, as described, lattice methods provide an alternative way to calculate the option price and, in general, is simpler in terms of implementation.  ... 
doi:10.1007/978-3-319-40667-1_12 fatcat:egwgg4ksrrbq7oju4lcwuengdy

Context- and Content-aware Embeddings for Query Rewriting in Sponsored Search

Mihajlo Grbovic, Nemanja Djuric, Vladan Radosavljevic, Fabrizio Silvestri, Narayan Bhamidipati
2015 Proceedings of the 38th International ACM SIGIR Conference on Research and Development in Information Retrieval - SIGIR '15  
The method was trained on more than 12 billion sessions, one of the largest corpus reported thus far, and evaluated on both public TREC data set and an in-house sponsored search data set.  ...  One of the main challenges is the fact that a query may not match many keywords, resulting in lower auction value, lower ad quality, and lost revenue for advertisers and publishers.  ...  Then, when a user issues a query in a search engine, the query is compared against each advertisers' keyword list, and all advertisers with the matching keyword are entered into an auction.  ... 
doi:10.1145/2766462.2767709 dblp:conf/sigir/GrbovicDRSB15 fatcat:o3tfoemnbjaptnf5rdl27n5cju

Efficient Advert Assignment [article]

Frank Kelly, Peter Key, Neil Walton
2016 arXiv   pre-print
We develop a framework for the analysis of large-scale Ad-auctions where adverts are assigned over a continuum of search types.  ...  In particular, we show that the social welfare optimization can be solved in separate optimizations conducted on the time-scales relevant to the search platform and advertisers.  ...  Outline In Section 2, we introduce a model of sponsored search where the platform distributes advertisers' bids over an infinitely large collection of keyword auctions.  ... 
arXiv:1404.2750v6 fatcat:ufqpr4kbmjhntmnyqwtampvsq4

Efficient Advert Assignment

Frank Kelly, Peter Key, Neil Walton
2016 Operations Research  
We develop a framework for the analysis of large-scale Ad-auctions where adverts are assigned over a continuum of search types.  ...  In particular, we show that the social welfare optimization can be solved in separate optimizations conducted on the time-scales relevant to the search platform and advertisers.  ...  Outline In Section 2, we introduce a model of sponsored search where the platform distributes advertisers' bids over an infinitely large collection of keyword auctions.  ... 
doi:10.1287/opre.2016.1519 fatcat:zd7pskffvrf2xmeydxy7myb2d4

Application Research Based on GSP Auction Mechanism

Qin Cao, Yucheng Jiang, Yingfei Zhou
2021 Advances in Economics, Business and Management Research   unpublished
The two auction mechanisms of VCG are combined with real data for comparative analysis.  ...  In order to better choose a suitable auction method and achieve the best overall return, this paper compares and analyses Generalized-Second position (GSP) from the three aspects of experimental simulation  ...  The search engine "keyword auction" in the Internet auction is also one of the profit methods of Internet companies, especially search engine companies, such as Google and Yahoo.  ... 
doi:10.2991/assehr.k.211209.131 fatcat:rzfpqjjhgfaw3jurdxbjumhozm

Auctions and mechanisms in keyword-based advertising

Michele Budinich
2011
In this thesis we consider some generalizations of the sponsored search auction model presented in the literature.  ...  The experimental results presented focus on the global effects on the market when a fraction of the advertising agents engage in strategic behaviors. In particular we focus on two cases.  ...  We present an analysis of the equilibria of sponsored search markets in which the quality scores are not related to the click through rates.  ... 
doi:10.6092/imtlucca/e-theses/26 fatcat:hv6c6gbi7rfrvkvd7quthqasqy

Real time search on the web: Queries, topics, and economic value

Bernard J. Jansen, Zhe Liu, Courtney Weaver, Gerry Campbell, Matthew Gregg
2011 Information Processing & Management  
Real time search is an increasingly important area of information seeking on the Web. In this research, we analyze 1,005,296 user interactions with a real time search engine over a 190 day period.  ...  In terms of economic value, we calculate this real time search stream to be worth approximately US $33,000,000 (US $33 M) on the online advertising market at the time of the study.  ...  Acknowledgements We thank the three anonymous reviewers for their efforts during the processing of this manuscript.  ... 
doi:10.1016/j.ipm.2011.01.007 fatcat:c7r7mznbknbbfhzpexfx2dfby4

Efficient query expansion for advertisement search

Haofen Wang, Yan Liang, Linyun Fu, Gui-Rong Xue, Yong Yu
2009 Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval - SIGIR '09  
In this paper, we propose an efficient ad search solution relying on a block-based index able to tackle the issues associated with query expansion.  ...  Finally, we adapt the spreading activation mechanism to return the top-k relevant ads, improving search precision.  ...  Acknowledgement We thank the anonymous reviewers for their valuable and constructive comments.  ... 
doi:10.1145/1571941.1571953 dblp:conf/sigir/WangLFXY09 fatcat:pkdftiyob5a4tkdrlp2y2pmxde
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