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The Google Age

The Google Age. The Path: Search Engines goto Artifical Intelligence Professor Dr. Eduard Heindl. Topics. Googles history The Google technology Why is Google special Why is Google so powerfull The future of Google. Google Stone Age. 1995 meeting of Sergey Brin (23) and Larry Page (24)

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The Google Age

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  1. The Google Age The Path: Search Engines goto Artifical Intelligence Professor Dr. Eduard Heindl

  2. Topics • Googles history • The Google technology • Why is Google special • Why is Google so powerfull • The future of Google Eduard Heindl, Heindl Internet AG

  3. Google Stone Age • 1995 meeting of Sergey Brin (23) and Larry Page (24) • 1996 BackRub System starts at Stanford University • 100.000$ support by Andy Bechtolsheim • 7. September 1998 Start Google Inc. *September 21, 1999, the beta label came off the website. Eduard Heindl, Heindl Internet AG

  4. Googles Philosophy perfect search engine defined by co-founder Larry Page as something that: "understands exactly what you mean and gives you back exactly what you want." Eduard Heindl, Heindl Internet AG

  5. Live of a Query Quelle: http://www.google.com/corporate/query.html Eduard Heindl, Heindl Internet AG

  6. The PageRank C • Google sorts by PageRank • The more links point to a document, the higher is the rank • But not all links are equal, the PageRank of the referee counts too! • A recursives problem • „solving an equation of more than 500 million variables and 2 billion terms“ (source: Google) A B E D F G H I Link K O M L N Eduard Heindl, Heindl Internet AG

  7. The Link Matrix C A B E D F G H I Link K O M L N Eduard Heindl, Heindl Internet AG

  8. What is Intelligence • Know the best source • Google's technology uses the collective intelligence of the web to determine a page's importance1 • There is no human involvement or manipulation of results1 • 'The ultimate search engine would be smart; it would understand everything in the world,' says Page.2 [1] http://www.google.com/corporate/tech.html[2] http://www.aaai.org/AITopics/assets/AIalerts/alert.12.18.02.html Eduard Heindl, Heindl Internet AG

  9. Why is Google special Eduard Heindl, Heindl Internet AG

  10. Yahoo Go Goo Gooooal Cool Room Moon Wanadoo Football Book Cartoon OO Objekt Oriented Goodday tool School Choose Look Kategorie Gold Gov Pogo Bingo God Google Domainnames of the top 5oo http://www.alexa.com/site/ds/top_500 Eduard Heindl, Heindl Internet AG

  11. The largest Engine • The computational power of Google: a cluster with 100.000 nodes using 6 PetaByte harddisc storage (The largest computational capacity on earth)* • Google stores „every“ document of the web, more than 30 TeraByte • 4.285.199.774 documents, why? • 232=4.294.967.296 limit for longinteger!(2005: changed) • >1.000 querys per second • First time in history, a company name is used for a global verb: „googeln“ Footnote: a PetaByte = 250 Byte = 1024 TeraByte * John Markoff in der NYT vom 13. April 2003 Eduard Heindl, Heindl Internet AG

  12. Research • Incredible fast growth of R&D expense! • More than 100 Ph.D.´s work at Google, „industry's most unorthodox portfolio of human capital “* Research *NYT, June 6, 2004 Eduard Heindl, Heindl Internet AG

  13. Zeitgeist • Google knows the trends • Displayed by county • Displayed by topics • Statistical value worth 200.000.000 querrys a day www.google.com/press/zeitgeist.html Eduard Heindl, Heindl Internet AG

  14. Google News • A robot reads the newspaper and writes • Google News sorts using 2400 sources top news within different areas • Search within the news is available • Best, just behind Washington Post, online journalismus EPpy Award Eduard Heindl, Heindl Internet AG

  15. The Robot is not perfect • Car driving, car race and a injury Eduard Heindl, Heindl Internet AG

  16. A small Difference • Technik und Techno Eduard Heindl, Heindl Internet AG

  17. Google Ads • Advertisement made simple • Everybody can place an advertisement related to any word • Pay per click • Words with a low clickrate are stopped • More often clicked ads are higher ranked Eduard Heindl, Heindl Internet AG

  18. Good Ads bad Ads • This ad was clicked by 1,2% of the user! • And that one received 50% more! (1,9%) • Ads optimization for less money than a pizza Eduard Heindl, Heindl Internet AG

  19. Another example • Which ad sourced more visitors? • 0,7% • 2,8% • The data are highly significant, reason: 3000 clicks were counted Eduard Heindl, Heindl Internet AG

  20. Google Adsense • The easy way to make money • Pay per click • Return up to XX€1 per thousand visitors • Presentation of ads depends on content • Significant higher click through rate than classic banner ads [1]Google does not allow content-partners to present there income Eduard Heindl, Heindl Internet AG

  21. Und so lautet der Beschluß Daß die Maschine etwas lernen muß And the decision is: the machine has to learn something Eduard Heindl, Heindl Internet AG

  22. Learning • Learning means: give results and get better User WWW Search Engine Eduard Heindl, Heindl Internet AG

  23. Search Engine Version 0.1 • Keywords before 1995 • FIZ Karlsruhe • Patent search User Content Searchengine Bib liothekar Eduard Heindl, Heindl Internet AG

  24. Search Engine I. Generation • Full text search ~ 1995 • Lycos • Altavista User WWW SearchEngine Eduard Heindl, Heindl Internet AG

  25. Search Engine II. Generation • New Algorithm • Link structur • Text cluster User WWW Search Engine Pre-processing Eduard Heindl, Heindl Internet AG

  26. Search Engine III. Generation • Text understanding • feedback • Neuronal Algorithm User WWW Search Engine read IQ understand Eduard Heindl, Heindl Internet AG

  27. Forces Web page user Nutzer Search Engine use link gives link returns happy improve algorithm SEO Search Engine Optinizer gives link Nutzer user use link Search Engine Optimized New Search Engine unfaitful Not satisfied Receives advertisement money Eduard Heindl, Heindl Internet AG

  28. Cycle Smart user Search System improve algorithm Content distributer Receive advertisement money Eduard Heindl, Heindl Internet AG

  29. Querrys • Is the whole world represented within the WWW? • All documents are a human view of the world • A lot of documents are incomplete or only copies • It is hard to validate the content by context • But there is no other huge digital source of knowledge WWW Eduard Heindl, Heindl Internet AG

  30. Information within the Internet • Multilingual content • Few languages are relevant, 50% is english • Data are highly redundant • Advantage if inconsistent • Multimedia data (Images, movies) • needs complex analysis • Image-text relation • Allows system to learn from image Eduard Heindl, Heindl Internet AG

  31. How to read • Simple reading • Problem: many pages use complex, inkoherent structure (Table!) • Problem: fast changing content • Datebase should use the link structure of the WWW read Eduard Heindl, Heindl Internet AG

  32. Understand the World? • Does the system need background knowledge? • Can the system learn by user habits? • Is it neccessary to understand the data structure? • Which algorithm is efficent for learning? understand Eduard Heindl, Heindl Internet AG

  33. What is Intelligence • Knowledge for successful actions • Knowledge processing • Best knowledge usage • Knowledge expand by additional information • New knowledge production IQ Eduard Heindl, Heindl Internet AG

  34. Future Hard to predict Eduard Heindl, Heindl Internet AG

  35. The Google Wall Media Advertisementtunnel Supplier Customer Google Adsense Adwords Eduard Heindl, Heindl Internet AG

  36. Efficient Markets • Interface to Information Supplier Customer Optimized contribution Eduard Heindl, Heindl Internet AG

  37. Darkness within the Internet! Strategic Risic • What happens if: • Google stopps? • Hacker attack • Physical attack • Some countries receive manipulation • Censorship • Results interchanged • Change of Ownership (e.g. Microsoft) Eduard Heindl, Heindl Internet AG

  38. The Stone Age • An Age If there is a special matter between man and material Information age: there is a special system between man and information, how should we call this epoche? Eduard Heindl, Heindl Internet AG

  39. Google goes Public 2.718.281.828 Shares, price 0,01 $ DON’T BE EVIL Don’t be evil. We believe strongly that in the long term, we will be better served—as shareholders and in all other ways—by a company that does good things for the world even if we forgo some short term gains. This is an important aspect of our culture and is broadly shared within the company. Risks Related to Our Business and Industry We face significant competition from Microsoft and Yahoo. Eduard Heindl, Heindl Internet AG

  40. How much is Google worth • Aproximation (short term) • 200.000.000 Search results a day • Value per result 5ct • Anual return $ 3,6 G • Maximum value (long term) • 500 Mio. Google user • Save 5 min a day = $ 1,0 • Anual return = $ 182,5 G +++ current value +++ about 80 G$ +++ stock Eduard Heindl, Heindl Internet AG

  41. Additional Reading • This Lecture: heindl.de/google • google.com/about.html • google.com/ads • google.com/adsense • labs.google.com • labs.google.com/papers.html • google.indicateur.com • searchenginewatch.com TheEnd Eduard Heindl, Heindl Internet AG

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