1 Learning to Impress in Sponsored Search Xin Supervisors: Prof. King and Prof. Lyu

2 Sponsored Search Pay-per-click model: advertisers will pay an amount of money to search engine company once their ads shown in sponsored search results are clicked by users. organic results sponsored search results query sponsored search results

3 Sponsored Search is Important Online advertising has obtained more and more money in recent years. Sponsored search takes the main contribution for online advertising.

4 Impression in Sponsored Search Ad Impression Number: The number of the advertisements shown to a user for a certain query in sponsored search. The research task: How many ads should be shown to users given a query?

5 Why learning the Ad impression number is important?

6 The Roles in Sponsored Search Advertiser Agency UserPublisher Advertisers wants ROI and volume dual roles Ad network wants the amount of users and advertisers User wants relevance Publisher wants revenue per impressions/search Balance the utilities of advertisers, users, and publishers

7 If we do not control the Ad impression number…

8 Hidden Commercial Intrusion –Users will not be satisfied. Some users will not use the search engine Existing users will be trained to ignore the ads. –Advertisers will have less ROI. –Publishers will get less money. –The whole network will become smaller.

9 Evidences of Commercial Intrusion Users have shown bias against sponsored search results [Marable 2003]. More than 82% of users will see organic results first [Jansen 2006]. Organic results have obtained much higher clickthrough rate [Danescu- Niculescu-Mizil 2010]. Irrelevant ads will train the users to ignore ads [Buscher 2010] –Learning to impress is an important research issue in sponsored search

10 Motivation Previous work is mainly about estimating the expected revenue of a query-ad pair. This paper is focusing on the strategy to impress ads

11 Our Contributions Formulate the task of learning to impress in sponsored search We show that the revenues of query-ads pairs are not stable and therefore static method cannot work well. We propose a novel dynamic approach for the unstable problem. We combine the dynamic and static methods for another improvement.

12 Problem Definition

13 Evaluation Metric The smaller the better.

14 Dataset Sogou click-though data.

15 Static Method

16 Experimental Result

17 Unstable problem (1)

18 Unstable Problem (2)

19 Unstable Problem (3)

20 Unstable Problem (4)

21 Dynamic Method

22 Algorithm

23 Theoretically Analysis

24 Experimental Analysis (1)

25 Experimental Analysis (2)

26 Experimental Analysis(3)

27 Combination method

28 Real Value in Application

29 Conclusion We formulate the problem of learning to impress task in sponsored search We demonstrate the unstable problem We propose a dynamic algorithm that can well solve the unstable problem The combination method outperform static methods significantly