scispace - formally typeset
Search or ask a question
Journal ArticleDOI

Sponsored search: A brief history

Daniel C. Fain1, Jan Pedersen1
01 Dec 2006-Bulletin of The American Society for Information Science and Technology (John Wiley & Sons, Ltd)-Vol. 32, Iss: 2, pp 12-13
TL;DR: GoTo as discussed by the authors is a GoTo sponsorisee sur le Web, which permet aux annonceurs de faire apparaitre leurs contenus dans les resultats affiches par un moteur de recherche, a demarre en 1998 avec GoTo, acquis par Yahoo! en 2002.
Abstract: La recherche sponsorisee sur le Web, qui permet aux annonceurs de faire apparaitre leurs contenus dans les resultats affiches par un moteur de recherche, a demarre en 1998 avec GoTo, acquis par Yahoo! en 2002. Le prix de l'apparition sur un site donne peut etre fonction du nombre d'apparitions (cout pour mille), des clicks sur un lien (cout par click) ou des actes engendres (cout par action). La recherche payee souleve un interet grandissant au sein de la communaute academique.

Content maybe subject to copyright    Report

Citations
More filters
Proceedings ArticleDOI
08 May 2007
TL;DR: This work shows that it can be used to use features of ads, terms, and advertisers to learn a model that accurately predicts the click-though rate for new ads, and shows that using this model improves the convergence and performance of an advertising system.
Abstract: Search engine advertising has become a significant element of the Web browsing experience. Choosing the right ads for the query and the order in which they are displayed greatly affects the probability that a user will see and click on each ad. This ranking has a strong impact on the revenue the search engine receives from the ads. Further, showing the user an ad that they prefer to click on improves user satisfaction. For these reasons, it is important to be able to accurately estimate the click-through rate of ads in the system. For ads that have been displayed repeatedly, this is empirically measurable, but for new ads, other means must be used. We show that we can use features of ads, terms, and advertisers to learn a model that accurately predicts the click-though rate for new ads. We also show that using our model improves the convergence and performance of an advertising system. As a result, our model increases both revenue and user satisfaction.

1,118 citations


Cites background from "Sponsored search: A brief history"

  • ...63 billion in revenue for the third quarter of 2006 from search advertising alone [2] (a brief summary of the history of sponsored search can be found in [7])....

    [...]

Proceedings ArticleDOI
23 May 2006
TL;DR: A model for selecting between candidates is built, by using a number of features relating the query-candidate pair, and by fitting the model to human judgments of relevance of query suggestions, which improves the quality of the candidates generated.
Abstract: We introduce the notion of query substitution, that is, generating a new query to replace a user's original search query. Our technique uses modifications based on typical substitutions web searchers make to their queries. In this way the new query is strongly related to the original query, containing terms closely related to all of the original terms. This contrasts with query expansion through pseudo-relevance feedback, which is costly and can lead to query drift. This also contrasts with query relaxation through boolean or TFIDF retrieval, which reduces the specificity of the query. We define a scale for evaluating query substitution, and show that our method performs well at generating new queries related to the original queries. We build a model for selecting between candidates, by using a number of features relating the query-candidate pair, and by fitting the model to human judgments of relevance of query suggestions. This further improves the quality of the candidates generated. Experiments show that our techniques significantly increase coverage and effectiveness in the setting of sponsored search.

707 citations

Proceedings ArticleDOI
Jun Yan1, Ning Liu1, Gang Wang1, Wen Zhang, Yun Jiang2, Zheng Chen1 
20 Apr 2009
TL;DR: This work is the first empirical study for BT on the click-through log of real world ads and draws three important conclusions: users who clicked the same ad will truly have similar behaviors on the Web, Click-Through Rate (CTR) of an ad can be averagely improved as high as 670% by properly segmenting users for behavioral targeted advertising in a sponsored search.
Abstract: Behavioral Targeting (BT) is a technique used by online advertisers to increase the effectiveness of their campaigns, and is playing an increasingly important role in the online advertising market. However, it is underexplored in academia when looking at how much BT can truly help online advertising in commercial search engines. To answer this question, in this paper we provide an empirical study on the click-through log of advertisements collected from a commercial search engine. From the comprehensively experiment results on the sponsored search log of the commercial search engine over a period of seven days, we can draw three important conclusions: (1) Users who clicked the same ad will truly have similar behaviors on the Web; (2) Click-Through Rate (CTR) of an ad can be averagely improved as high as 670% by properly segmenting users for behavioral targeted advertising in a sponsored search; (3) Using the short term user behaviors to represent users is more effective than using the long term user behaviors for BT. The statistical t-test verifies that all conclusions drawn in the paper are statistically significant. To the best of our knowledge, this work is the first empirical study for BT on the click-through log of real world ads.

386 citations


Cites background from "Sponsored search: A brief history"

  • ...advertisers to increase the effectiveness of their campaigns, and is playing an increasingly important role in the online advertising market....

    [...]

Patent
21 Dec 2012
TL;DR: In this article, an advertisement machine which provides advertisements to a user searching for desired information within a data network is presented. But the machine does not provide the user with the advertisement itself.
Abstract: This invention relates to an advertisement machine which provides advertisements to a user searching for desired information within a data network. The machine receives, from a user, a search request including a search argument corresponding to the desired information and searches, based upon the received search argument, a first database having data network related information to generate search results. It also correlates the received search argument to a particular advertisement in a second database having advertisement related information. The search results together with the particular advertisement are provided by the machine to the user.

366 citations

Proceedings ArticleDOI
23 Jul 2007
TL;DR: A system for contextual ad matching based on a combination of semantic and syntactic features is proposed, which will help improve the user experience and reduce the number of irrelevant ads.
Abstract: Contextual advertising or Context Match (CM) refers to the placement of commercial textual advertisements within the content of a generic web page, while Sponsored Search (SS) advertising consists in placing ads on result pages from a web search engine, with ads driven by the originating query. In CM there is usually an intermediary commercial ad-network entity in charge of optimizing the ad selection with the twin goal of increasing revenue (shared between the publisher and the ad-network) and improving the user experience. With these goals in mind it is preferable to have ads relevant to the page content, rather than generic ads. The SS market developed quicker than the CM market, and most textual ads are still characterized by "bid phrases" representing those queries where the advertisers would like to have their ad displayed. Hence, the first technologies for CM have relied on previous solutions for SS, by simply extracting one or more phrases from the given page content, and displaying ads corresponding to searches on these phrases, in a purely syntactic approach. However, due to the vagaries of phrase extraction, and the lack of context, this approach leads to many irrelevant ads. To overcome this problem, we propose a system for contextual ad matching based on a combination of semantic and syntactic features.

356 citations

References
More filters
Journal Article

385 citations


"Sponsored search: A brief history" refers background in this paper

  • ...Similarly, Yahoo! calculates a Click Index score by comparing a listing’s observed CTR to a standard....

    [...]

  • ...Clickthrough rate (CTR) is the ratio between cost per impression (1000 × CPM) and CPC....

    [...]

  • ...Direct Hit ranked search results using CTR [7]....

    [...]

  • ...Both conversion rate and CTR are conditional probabilities: of an action given a click, and of a click given an impression....

    [...]

  • ...When Google re-launched AdWords in 2002, they modified Overture’s ranking rules to use CTR × CPC instead of just CPC. Google generalized the CTR prediction, incorporating an analysis of the listing text [13]....

    [...]

Journal Article
TL;DR: CDnow, which has developed a multifaceted customer-acquisition strategy that reflects a clear understanding of the economics of an on-line business, demonstrates that there is a way to find out which half really works.
Abstract: Most retailers on the Web spend more to acquire customers than they will ever get back in revenue from them. Many think that sky-high spending on marketing is necessary to stake out their share of Internet space. But is it really? How do retailers know how much to pay? Consider CDnow, which has developed a multifaceted customer-acquisition strategy that reflects a clear understanding of the economics of an on-line business. At the heart of its strategy is affiliate marketing, a concept the company pioneered. Under its BuyWeb program, anyone can put a link to CDnow on his or her Web site, and if a customer uses that link to arrive at CDnow and make a purchase, the referring site owner gets a percentage of the sale. CDnow pays no money if no sale is made, which makes the marketing program completely efficient. But CDnow didn't stop there. Being a Web store, it had complete data on the number of visitors to its site and what they bought, which it used to work out the lifetime value of an average customer. CDnow used that figure to determine how much to wager on the expensive and risky world of traditional advertising to reach a wider audience that wasn't already on-line. CDnow's experience, still a work in progress, contradicts John Wanamaker's oft-quoted lament: "I know half the money I spend on advertising is wasted, but I can never find out which half." As the CDnow example demonstrates, there is a way to find out which half really works.

345 citations

Journal ArticleDOI
TL;DR: The basic search can be useful when you have an ISBN or other standard number, and the search field will expand to fit your search terms, if needed.
Abstract: You can find records quickly using the basic search. For example, the basic search can be useful when you have an ISBN or other standard number. To perform a basic search: 1. On the left navigation, click Discover Items. 2. From the first list, select a search scope. See Search Scopes below for details. ◦ Select My Library Holdings if you already have at least one copy of the item. ◦ Select All WorldCat if you do not own any copies of the item. 3. From the second list, select an index. See Indexes below for details. 4. In the search field, enter your search terms. The search field will expand to fit your search terms, if needed. 5. Click Search or press . Search Scopes

67 citations

Journal ArticleDOI
01 Sep 1999
TL;DR: I want to belie that mild-mannered image of economists by doing something rash and even downright dangerous: I want to talk to you about some work in my subject, economics, that I think might be relevant to the work in your subject, information retrieval.
Abstract: They say that economists are people who are good with numbers but don’t have the personality to become accountants. I want to belie that mild-mannered image by doing something rash and even downright dangerous: I want to talk to you about some work in my subject, economics, that I think might be relevant to the work in your subject, information retrieval. I take this step with considerable trepidation, since I know that it is unlikely to be successful. It is rare that an outsider can really contribute anything useful to another subject, as I know from listening to innumerable speeches by the physicists, biologists, and mathematicians about what their subject has to say about economics. However, it is also true that such cross fertilization can be extremely stimulating. Economics has, in fact, learned a lot from physics, biology and mathematics. And even when such attempts at interdisciplinary communication fail, as they often do, it is often interesting to see how others approach the questions that are your main business. Here are three areas in economics where I think there might be some fruitful cross-fertilization:

50 citations


"Sponsored search: A brief history" refers background in this paper

  • ...Varian (1999) presented an argument for sometimes placing a more obscure interpretation of a query above a more likely interpretation based on the average user’s search cost in the economic sense....

    [...]

Book ChapterDOI
01 Jan 1990
TL;DR: Urgency is the keynote of direct response marketing, otherwise known as shopping without shops and once called mail order as mentioned in this paper, and everything about it has to communicate urgency, for unless there is action, response, it is a waste of money.
Abstract: Urgency is the keynote of direct response marketing, otherwise known as shopping without shops and once called mail order. Everything about it has to communicate urgency, for unless there is action—response—it is a waste of money. This frenetic characteristic occurs also because the customer cannot see or handle the goods, and has to be convinced by copy, pictures and the strength of the offer. It is like selling glasses to a blind man or, as they used to say, a refrigerator to an Eskimo.

2 citations