2011 Poster Sessions : Output URL Bidding

Student Name : Panagiotis Papadimitriou
Advisor : Hector Garcia-Molina
Research Areas: Computer Systems
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.
Our poster presentation illustrates 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.

Panagiotis Papadimitriou is a PhD student working with Professor Hector Garcia-Molina as part of the Stanford InfoLab. Recently, he has been investigating the sponsored search and display advertising models. His research interests include also data privacy and mining of large-scale data. Panagiotis received the diploma degree in electrical and computer engineering from the National Technical University of Athens in 2006 and the MS degree in electrical engineering from Stanford University in 2008.