Click prediction is one of the fundamental problems in sponsored search. Most of existing studies took advantage of machine learning approaches to predict ad click for each event of ad view independently. However, as observed in the real-world sponsored search system, user’s behaviors on ads yield high dependency on how the user behaved along with the past time, especially in terms of what quer...

Sponsored search advertising is largely based on bidding on individual terms. The richness of natural languages permits web searchers to express their information needs in myriad ways. Advertisers have difficulty discovering all the terms that are relevant to their products or services. We examine the performance of logistic regression and collaborative filtering models on two different data so...

Bidding optimization is one of the most critical problems in online advertising. Sponsored search (SS) auction, due to the randomness of user query behavior and platform nature, usually adopts keyword-level bidding strategies. In contrast, the display advertising (DA), as a relatively simpler scenario for auction, has taken advantage of real-time bidding (RTB) to boost the performance for adver...

The transition of the advertisement market from traditional media to the internet has induced a proliferation of marketing agencies specialized in bidding in the auctions used to sell advertisement space on the web. We analyze how collusive bidding can emerge from bid delegation to a common marketing agency and how this undermines both revenues and efficiency of both the generalized second pric...

Budget-related decisions in sponsored search auctions are recognized as a structured decision problem rather than a simple constraint. Budget planning over several coupled campaigns (e.g., substitution and complementarity) remains a challenging but important task for advertisers. In this paper, we propose a dynamic multicampaign budget planning approach using optimal control techniques, with co...

Sponsored-search mechanisms, where advertisers bid for better placement in the listing of search results on Yahoo! and Google, have emerged as the dominant revenue model for online search engines. Interestingly, Yahoo! and Google employ different mechanisms to determine the placement of bidders’ advertisements. This provides an unprecedented opportunity to extend the research relating quality a...

We consider the budget optimization problem faced by an advertiser participating in repeated sponsored search auctions, seeking to maximize the number of clicks attained under that budget. We cast the budget optimization problem as a Markov Decision Process (MDP) with censored observations, and propose a learning algorithm based on the wellknown Kaplan-Meier or product-limit estimator. We valid...

Search engines have become a de facto gateway for people to finding information or shopping online. The reliability of companies in search results is critical as search engines determine what information people access. Major search engines provide two types of results — organic and paid. While paid results have been an advertising boon for search engines, they are expected to contain more comme...

The transition of the advertisement market from traditional media to the internet has induced a proliferation of marketing agencies specialized in bidding in the auctions used to sell advertisement space on the web. We analyze how bidding delegation to a common marketing agency undermines both revenues and efficiency of the generalized second price auction, the format used by Google and Microso...

Sponsored search is a new application domain for the feature selection area of research. When a user searches for products or services using the Internet, most of the major search engines would return two sets of results: regular web pages and paid advertisements. An advertising company provides a set of keywords associated with an ad. If one of these keywords is present in a user’s query, the ...