Abstract:
We introduce a family of algorithms for the selection of ads in sponsored search that intends to increase the variety of choices, while not significantly reducing revenue and maintaining an incentive for advertisers to keep their bids as high as possible. Diversification of ads may be convenient for many reasons, which we also expose. Our algorithms try to distribute the available slots among all ads, using a proportional mechanism based on the bids and the expected click-through rates of the ads. Although in our experiments we used a simple first-price auction, our algorithms are compatible with strictly incentive-compatible auctions and pricing mechanisms. We have analyzed the performance of our algorithms in two different scenarios: assuming a static intrinsic click-through rate associated to each ad and in the more general case in which those rates may vary dynamically with time. Our main result is an algorithm that performs reasonably well in terms of revenue as the traditionally used, while notably increasing the diversification. In some scenarios, our newly introduced algorithms even outperform the traditional ones. © 2007 IEEE.
Registro:
| Documento: |
Conferencia
|
| Título: | New stochastic algorithms for scheduling ads in sponsored search |
| Autor: | Feuerstein, E.; Martínez-Viademonte, J.; Heiber, P.A.; Baeza-Yates, R. |
| Ciudad: | Santiago |
| Filiación: | Depto. de Computacíon, FCEyN, Univ. de Buenos Aires, Argentina
Yahoo Research, Barcelona, Spain
Yahoo Research, Santiago, Chile
|
| Palabras clave: | Commerce; Image retrieval; Click-through rates; Price auctions; Pricing mechanisms; Stochastic algorithms; Economics |
| Año: | 2007
|
| Página de inicio: | 22
|
| Página de fin: | 31
|
| DOI: |
http://dx.doi.org/10.1109/LAWEB.2007.4383155 |
| Título revista: | 2007 Latin American Web Conference, LA-WEB 2007
|
| Título revista abreviado: | Proc. - Latin Am. Web Conf., LA-WEB
|
| Registro: | https://bibliotecadigital.exactas.uba.ar/collection/paper/document/paper_07695300_v_n_p22_Feuerstein |
Referencias:
- Aggarwal, G., Goel, A., Motwani, R., Truthful auctions for pricing search keywords (2006) ACM Conference on Electronic Commerce, pp. 1-7
- Anupam, V., Mayer, A.J., Nissim, K., Pinkas, B., Reiter, M.K., On the security of pay-per-click and other web advertising schemes (1999) Computer Networks, 31 (11-16), pp. 1091-1100
- Baeza-Yates, R., Query usage mining in search engines (2004) Web Mining: Applications and Techniques, Anthony Scime, editor, , Idea Group
- H.K. Bhargava and J. Feng. Paid placement strategies for internet search engines. In WWW, 2002; Breese, J.S., Heckerman, D., Kadie, C., Empirical analysis of predictive algorithms for collaborative filtering (1998) Proc. of the Fourteenth Conference on Uncertainty in Artificial Intelligence, pp. 43-52
- B.G. Edelman, M. Ostrovsky, and M. Schwarz. Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords. Stanford Graduate School of Business Research Paper No. 1917 Available at SSRN: http://ssrn.com/abstract=861164, 2005; Feng, J., Bhargava, H.K., Pennock, D.M., Implementing sponsored search in web search engines: Computational evaluation of alternative mechanisms (2006) Informs Journal on Computing
- Feuerstein, E., Heiber, P., Mydlarz, M., Truthful stochastic and deterministic auctions for distinct slots in sponsored search (2007), Submitted for publication; Goodman, J., Pay-per-percentage of impressions: An advertising method that is highly robust to fraud (2005) Proc. ACM E-Commerce Workshop on Sponsored Search Auctions
- Immorlica, N., Jain, K., Mahdian, M., Talwar, K., Click fraud resistent methods for learning click-through rates (2005) Workshop on Internet and Network Economics (WINE)
- Meek, C., Chickering, D.M., Wilson, D.B., Stochastic and contingent-payment auctions (2005) Workshop on Sponsored Search Auctions - ACM Conference on Electronic Commerce (EC'05)
- Mehta, A., Saberi, A., Vazirani, U., Vazirani, V., Adwords and generalized on-line matching (2005) Proc. Symposium on Foundations of Computer Science
- Myerson, R., Optimal auction design (1981) Mathematics of Operations Research, 6, pp. 58-73
- Pandey, S., Olston, C., Handling advertisements of unknown quality in search advertising (2006) Proc. Twentieth Annual Conference on Neural Information Processing Systems (NIPS), , Vancouver, Canada, December
Citas:
---------- APA ----------
Feuerstein, E., Martínez-Viademonte, J., Heiber, P.A. & Baeza-Yates, R.
(2007)
. New stochastic algorithms for scheduling ads in sponsored search. 2007 Latin American Web Conference, LA-WEB 2007, 22-31.
http://dx.doi.org/10.1109/LAWEB.2007.4383155---------- CHICAGO ----------
Feuerstein, E., Martínez-Viademonte, J., Heiber, P.A., Baeza-Yates, R.
"New stochastic algorithms for scheduling ads in sponsored search"
. 2007 Latin American Web Conference, LA-WEB 2007
(2007) : 22-31.
http://dx.doi.org/10.1109/LAWEB.2007.4383155---------- MLA ----------
Feuerstein, E., Martínez-Viademonte, J., Heiber, P.A., Baeza-Yates, R.
"New stochastic algorithms for scheduling ads in sponsored search"
. 2007 Latin American Web Conference, LA-WEB 2007, 2007, pp. 22-31.
http://dx.doi.org/10.1109/LAWEB.2007.4383155---------- VANCOUVER ----------
Feuerstein, E., Martínez-Viademonte, J., Heiber, P.A., Baeza-Yates, R. New stochastic algorithms for scheduling ads in sponsored search. Proc. - Latin Am. Web Conf., LA-WEB. 2007:22-31.
http://dx.doi.org/10.1109/LAWEB.2007.4383155