Two-sided matching markets play a prominent role in economic theory. A prime example of such a market is the sponsored search market where n advertisers compete for the assignment of one of k sponsored search results, also known as “slots”, for certain keywords they are interested in. Here, as in other markets of that kind, market equilibria correspond to stable matchings. In this paper, we sho...

In this work, we evaluate variants of several information retrieval models from the classic BM25 model to Language Modeling approaches for retrieving relevant textual advertisements for Sponsored Search. Within the language modeling framework, we explore implicit query expansion via translation tables derived from multiple sources and propose a novel method for directly estimating the probabili...

Search engines like Google and Yahoo! monetize their services by auctioning off advertising space next to their search results. For example, Apple may bid to appear among the advertisements whenever users search for ”ipod”. These sponsored results look similar to the search results. Each position in the sponsored results is called Slot. Generally, advertisements that appear in a higher ranked s...

We introduce a notion of fairness in the models for sponsored search auctions that provides a chance to new advertisers, as well as, lower budget advertisers to obtain better slots. This enables the search engines (i.e., auctioneers) to estimate the quality or relevance scores for new advertisers, and to better cater to the advertisers in the tail, and thereby encourage more advertisers to part...

This paper presents a game theoretic analysis of the generalized second price auction that the company Overture operated in 2004 to sell sponsored search listings on search engines. We construct a model that embodies few prior assumptions about parameters, and we present results that indicate that this model has under quite general assumptions a multiplicity of Nash equilibria. We then analyze ...

Search engines are commercial entities that require revenue to survive. The most prevalent revenue stream for search engines is sponsored search, where content providers have search engines service their links to users in response to queries or in a contextual manner on relevant Web sites. In exchange for providing this service, content providers pay search engines based on the number of clicks...

This paper studies the advertisers from whom the search engine may increase the revenue by offering an advanced sponsored search service. We divide them into head and tail advertisers according to their contributions to the search engine revenue. Data analysis shows that some tail advertisers have large amount of budgets and low budget usage ratios, who aimed to achieve the planned campaign goa...

A standard model for sponsored search comprises of ranking ads by their expected revenue, that is, the product of their bid price and estimated click-through rate (CTR). In this work, we introduce two complementary use cases for ranking ads at an online classifieds site and aim to optimize a ranking formula which extends the traditional one. First, we address the task of ranking ads on the sear...

It is widely believed that the value of acquiring a slot in a sponsored search list (that comes along with the organic links in a search engine’s result page) highly depends on who else is shown in the other sponsored positions. To capture such externality effects, we consider a model of keyword advertising where bidders participate in a Generalized Second Price (GSP) auction and users perform ...

The website optimization speed search engine conversion rate secrets that we provide for you will be ultimate to give preference. This reading book is your chosen book to accompany you when in your free time, in your lonely. This kind of book can help you to heal the lonely and get or add the inspirations to be more inoperative. Yeah, book as the widow of the world can be very inspiring manners...