1 / 3

Dynamics of Collaborative Tagging & Sponsored Search: Insights and Strategies

Explore the convergence of tag distributions in collaborative tagging sites to power laws and the dynamics of sponsored search auctions. Learn about constructing folksonomy graphs, shared vocabularies, and the complexities of electronic market aspects in Microsoft Live query logs. Discover how advertisers bid on relevant keywords to enhance click-through and conversion rates in sponsored search auctions.

ide
Télécharger la présentation

Dynamics of Collaborative Tagging & Sponsored Search: Insights and Strategies

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. On the Complex Dynamics of Collaborative Tagging and Sponsored Search Valentin Robu CWI, National Institute for Mathematics and Computer, Amsterdam 1) Collaborative tagging [WWW’07: H. Halpin, & H. Shepherd]Dynamics of tag distributions in Del.icio.usShow that tag the distributions for heavily tagged sites converge to power laws and how (using KL divergence) Constructing folksonomy graphs based on statistical co-occurrence measures between tagsRecent work: extracting “shared vocabularies” (sets of related tags that could be useful in, e.g. automated recommendations)2) Sponsored search auctions[S. Bothe, N. Immorlica]Based on a large search dataset from Microsoft ResearchOrganic search -> co-occurrence of search terms in query logsSponsored search: advertisers pay for their links to be displayed => involves both semantic and electronic markets/bidding aspects

  2. Finding structure in Microsoft Live query logsExample: set of terms related to tourism Select useful subsets of terms partitioning [Mark Newman et. al.]Sponsored search: Select a set of terms that I could bid on to display my links/ads

  3. Additional problems in sponsored search(Recent work on Microsoft sponsored search data) • Electronic market aspects: displaying one’s link is determined by an auction • A keyword not only has to be relevant, (in combinations with other terms) but also have a high click-through and conversion rates • Position in which one’s add appears (8 sponsored links per page is crucial) • Externalities play a crucial role (e.g. bidding for “Ipod” vs. Apple ad)

More Related