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Output URL Bidding

Papadimitriou, Panagiotis and Garcia-Molina, Hector and Dasdan, Ali and Kolay, Santanu (2011) Output URL Bidding. In: 37th International Conference on Very Large Data Bases (VLDB), Aug 29 - Sep 3, Seattle, WA, USA.


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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, actor names, and so on. 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.

Item Type:Conference or Workshop Item (Paper)
Related URLs:Author Homepage
ID Code:988
Deposited By:Panagiotis Papadimitriou
Deposited On:18 Oct 2010 23:48
Last Modified:19 Oct 2010 00:07

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