in this research work, the impact of user’s behavior on search engine results is discussed. it aims to improvement of search results which leads to the higher satisfaction of users. in other words, we are trying to present a personalized search engine for each user, based on his/her activity and search history. we base our hypothesis that the search history of each user in a specific time frame...

The standard business model in the sponsored search marketplace is to sell click-throughs to the advertisers. This involves running an auction that allocates advertisement opportunities based on the value the advertiser is willing to pay per click, times the click-through rate of the advertiser. The click-through rate of an advertiser is the probability that if their ad is shown, it would be cl...

Sponsored search adopts generalized second price (GSP) auction mechanism which works on the concept of pay per click which is most commonly used for the allocation of slots in the searched page. Two main aspects associated with GSP are the bidding amount and the click through rate (CTR). The CTR learning algorithms currently being used works on the basic principle of (#clicksi/#impressionsi) un...

Search engines, referrals services, advisors, and other forms of information gatekeepers and recommenders, are omnipresent in today’s information-heavy economy. These services widely employ sponsored recommendations, wherein merchants pay the recommender in return for favorable placement in the recommender’s list. As a form of advertising, sponsored results can serve as a signaling mechanism wh...

We examine a formal model of sponsored search in which advertisers can bid not only on search terms, but on search terms under specific contexts. A context is any auxiliary information that might accompany a search, and might include information that is factual, estimated or inferred. Natural examples of contexts include the zip code, gender, or abstract “intentions” (such as researching a vaca...

Sponsored search auctions provide a marketplace where advertisers can bid for millions of advertising opportunities to promote their products. The main difficulty facing the advertisers in this market is the complexity of picking and evaluating keywords and phrases to bid on. This is due to the sheer number of possible keywords that the advertisers can bid on, and leads to inefficiencies in the...

Most sponsored search auctions use the Generalized Second Price (GSP) rule. Given the GSP rule, they try to give an optimal allocation, an easy task when the only need is to allocate ads to slots. However, when other practical conditions must be fulfilled –such as budget constraints, exploration of the performance of new ads, etc.– optimal allocations are hard to obtain. We provide a method to ...

We study the Generalized Second Price auctions—a standard method for allocating online search advertising—experimentally, considering both the static environment assumed by the prevailing theory and a dynamic game capturing the salient aspects of real-world search advertising auctions. Subjects of our experiment bid consistently with the leading equilibrium notions, but exhibit significant over...

There has been significant recent interest in studying consumer behavior in sponsored search environments. Sponsored search is the fastest growing form of advertising on the Internet. A number of factors have contributed to this growth. The ads tend to be highly targeted and offer a higher return on investment for advertisers compared to other marketing methods. In addition the large audience i...

We analyze symmetric pure strategy equilibria in dynamic sponsored search auction games using simulations, restricting the strategies to several in a class of greedy bidding strategies introduced by Cary et al. We show that a particular convergent strategy, “balanced bidding”, also exhibits high stability to deviations in the dynamic setting. On the other hand, a cooperative strategy which yiel...