Output URL Bidding

11 years 4 months ago
Output URL Bidding
Output URL bidding is a new bidding mechanism for sponsored search, where advertisers bid on search result URLs, as opposed to keywords in the input query. For example, an advertiser may want his ad to appear whenever the search result includes the sites and, instead of bidding on keywords that lead to these sites, e.g., movie titles or actor names. In this paper we study the tradeoff between the simplicity and the specification power of output bids and we explore their utility for advertisers. We first present a model to derive output bids from existing keyword bids. Then, we use the derived bids to experimentally study output bids and contrast them to input query bids. Our main results are the following: (1) Compact output bids that mix both URLs and hosts have the same specification power as more lengthy input bids; (2) Output bidding can increase the recall of relevant queries; and (3) Output and input biding can be combined into a hybrid mechanism th...
Panagiotis Papadimitriou 0002, Hector Garcia-Molin
Added 20 May 2011
Updated 20 May 2011
Type Journal
Year 2010
Authors Panagiotis Papadimitriou 0002, Hector Garcia-Molina, Ali Dasdan, Santanu Kolay
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