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Output URL Bidding

Output URL Bidding

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Output URL Bidding

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  1. Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, SantanuKolay (Ebay Inc) Related papers: VLDB 2011, InfoLab TR-939, AdAuctions 2009

  2. Search Engine Results Page (SERP) Query Sponsored Ads Sponsored Search Ads Organic Results

  3. Keyword Bidding Advertiser Search Engines KEYWORDS the social network lord of the rings the matrix lotr III ... ... # keywords = ~ 10K

  4. Example SERPs the social network the lord of the rings en.wikipedia.org/wiki/The_Lord_of_the_rings www.imdb.com/title/tt1285016/ www.imdb.com/title/tt120737/ en.wikipedia.org/wiki/The_Social_Network the matrix lotr iii www.imdb.com/title/tt133093/ www.imdb.com/title/tt167260/ en.wikipedia.org/wiki/The_Lord_of_the_rings en.wikipedia.org/wiki/The_Matrix

  5. Output Bidding Advertiser Search Engines URLs imdb.com AND wikipedia.org # URLs = 2

  6. Outline • Architectures • Bid Language • Output bid/expression generation • Spill Evaluation • Experiments

  7. ArchitecturesCurrent Search Engine Architecture

  8. ArchitecturesSerialization • Overview • First, retrieve organic results • Then, retrieve ads • Pros • Simplicity • Cons • Results Latency SERP O: Organic Search System S: Sponsored Search System

  9. Architectures Pipelining • Split organic search system to • Or: retrieval subsystem (retrieve relevant docs) • Op: post-processing subsystem (create result snippets) • Op and S run in parallel • Pros • No additional latency • Cons • Sponsored search system depends on organic system SERP O: Organic Search System = Or + Op S: Sponsored Search System

  10. ArchitecturesParallelization • URLs with ads are known a priori • S can use • Or’: Or replica that indexes only URLs with ads • Pros • No additional latency • Independent organic and sponsored search system • Cons • More resources SERP O: Organic Search System (Or + Op) S: Sponsored Search System Or’: Small replica of Or V: Ad validation

  11. Bid Language Model • Output Expression • e.g., a := (u1 u2) u3  (h1  h2) • u: URL • e.g., en.wikipedia.org/wiki/The_Social_Network • h: host • e.g., en.wikipedia.org • Questions • URLs or hosts or both? • complex or simple?

  12. Output Expression GenerationMotivation • Use existing keyword campaigns to generate realistic output expressions to study The social network lord of the rings the matrix lotr III … … Output Expression Generator imdb.com AND wikipedia.org

  13. Output Expression GenerationMotivating Example • Problem • INPUT: keyword set R • OUTPUT: expression a that “covers” R • Candidate solutions • a1 := u1 u2 u3 • a2 := u1 u4 • a3 := u5

  14. Output Expression GenerationObjectives • Compactness Contain few URLs • Spill minimization: Do not match “irrelevant” queries

  15. Output Expression GenerationProblem Statement • Query Set Output Cover minimize γ|a| + (1-γ) |spill(a, R)| subj. to m(a,q), q R • γ : regularization parameter • Related to • Set Cover • Red-Blue Set Cover

  16. Output Expression GenerationGreedy Algorithm • Pre-compute • C[u]: Queries covered by URL u • S[u]: Spill of URL u w.r.t. R • Algorithm

  17. Spill Evaluation • Spill queries may be relevant to R • Divide spill(a, R) to • positive: relevant • negative: irrelevant • Use query clustering for evaluation • Example: • a := u2  u3 • Positive spill = {q1} • Negative spill = {q5}

  18. Experimental EvaluationGoals • Compare output URL bidding variations • 1-URL, 2-URL, 3-URL • e.g, 2-URL: use only URLs, up to 2 URLs in a disjunct • 1-host, 2-host, 3-host • 1-mixed, 2-mixed • Comparison criteria • Compactness – Spill tradeoff • Spill Evaluation

  19. Experimental EvaluationSetup • Dataset (from Yahoo query logs) • 12,931,117 queries • 62,666,514 URLs • 7,185,392 hosts • 2,251 ads • Process • For each variation (1-URL, 2-URL, …) • For different γ values • Generate output expressions for all 2,251 ads

  20. Experimental EvaluationCompactness vs Spill

  21. Experimental EvaluationPositive and Negative Spill

  22. Experimental EvaluationSummary • Compactness-spill trade-off • Using both URLs/hosts outperform other options • Up to 2 conjuncts in a disjunct is sufficient • Spill evaluation • Output expressions can bring additional queries • Other experiments in Combining keyword and output bidding • Output expression are suitable for half of the keywords • Using only hosts seems to be sufficient

  23. Conclusions • Output URL bidding can be implemented efficiently • Advantages over keyword bidding • Bid Compactness • More relevant queries

  24. THANK YOU!