research-article

Output URL bidding

Editors: José Blakeley, Joseph M. Hellerstein, Nick Koudas, Wolfgang Lehner, Sunita Sarawagi, Uwe Röhm Authors:

Panagiotis Papadimitriou,

Hector Garcia-Molina,

Santanu KolayAuthors Info & Claims

Proceedings of the VLDB Endowment, Volume 4, Issue 3

Pages 161 - 172

https://doi.org/10.14778/1929861.1929863

Published: 01 December 2010 Publication History

Abstract

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 www.imdb.com and en.wikipedia.org, 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 that combines the benefits of both.

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Cited By

Xia ZBu TGong W(2019)Optimal bundles for sponsored search auctions via bracketing schemeFrontiers of Computer Science: Selected Publications from Chinese Universities10.1007/s11704-017-6102-013:2(333-342)Online publication date: 17-May-2019
https://dl.acm.org/doi/10.1007/s11704-017-6102-0

Index Terms

Output URL bidding
1. Information systems

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cover image Proceedings of the VLDB Endowment

Proceedings of the VLDB Endowment Volume 4, Issue 3

December 2010

57 pages

ISSN:2150-8097

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VLDB Endowment

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Published: 01 December 2010

Published in PVLDB Volume 4, Issue 3

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Cited By

Xia ZBu TGong W(2019)Optimal bundles for sponsored search auctions via bracketing schemeFrontiers of Computer Science: Selected Publications from Chinese Universities10.1007/s11704-017-6102-013:2(333-342)Online publication date: 17-May-2019
https://dl.acm.org/doi/10.1007/s11704-017-6102-0

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