August 2009:How Google August 2009:How Google Beat Amazon and Ebay to the Beat Amazon and Ebay to the

Semantic WebSemantic Web

By: Paul FordBy: Paul Ford

(Written in 2002)(Written in 2002)

Virtual MarketplaceVirtual Marketplace

Amazon and Ebay earn profits through a Amazon and Ebay earn profits through a virtual marketplacevirtual marketplace

Buyers and Sellers were allowed to Buyers and Sellers were allowed to interact through their website to make interact through their website to make transactionstransactions

Amazon and Ebay take a “cut” of every Amazon and Ebay take a “cut” of every transactiontransaction

Google develops Semantic WebGoogle develops Semantic Web What is a semantic web?What is a semantic web?

*A way of describing things for computers to understand*A way of describing things for computers to understand * The meaning, not just what’s going on* The meaning, not just what’s going on Example of this logic: Example of this logic: Jim has a friend named Paul. Jim has a friend named Paul. Therefore, Paul has a friend Therefore, Paul has a friend named Jimnamed Jim IdeaIdea: using a language called RDF to put logical : using a language called RDF to put logical

statements on internet that can be searched, analyzed, statements on internet that can be searched, analyzed, and processed.and processed.

*statements can now be combined*statements can now be combined Semweb is not just pages and links; it is relationshipsSemweb is not just pages and links; it is relationships

Semantics vs. SyntaxSemantics vs. Syntax

How is semweb thought to be achieved?How is semweb thought to be achieved? *Generate meaning from a whole lot of *Generate meaning from a whole lot of

syntactically stable statements (millions)syntactically stable statements (millions) Idea:Idea: a centralized database could be used a centralized database could be used

across the entire web by everyoneacross the entire web by everyone Everybody has their own little database for their Everybody has their own little database for their

informationinformation *Google introduces Google Marketplace Search, *Google introduces Google Marketplace Search,

Google Personal Agent, Google Verification Google Personal Agent, Google Verification Manager, and Google Marketplace Manager.Manager, and Google Marketplace Manager.

Google Marketplace SearchGoogle Marketplace Search A Google Semantic Search featureA Google Semantic Search feature You enter: buy: martin guitarYou enter: buy: martin guitar *to see all people selling Martin-brand guitars*to see all people selling Martin-brand guitars You can organize results by price, condition, model number, You can organize results by price, condition, model number,

new/used, and proximitynew/used, and proximity Google gets this information by crawling the RDDL files, which point Google gets this information by crawling the RDDL files, which point

to RDF files…to RDF files…Example: Example: (Scott Rahin) (Scott Rahin) lives in Zip Code lives in Zip Code (11231)(11231) (Scott Rahin)(Scott Rahin) has a has a (Martin Guitar)(Martin Guitar) [Scott’s] [Scott’s] (Martin Guitar)(Martin Guitar) costs costs ($900)($900) Things in parentheses/brackets are pointers: pointing to URL’s that Things in parentheses/brackets are pointers: pointing to URL’s that

contain special knowledge about it:contain special knowledge about it: (Martin Guitar)(Martin Guitar) is an is an (Acoustic Guitar)(Acoustic Guitar) (Guitar)(Guitar) is an is an (Instrument)(Instrument) RDF- data about web data (RDF- data about web data (metadatametadata))

Web Accountability and Rating Web Accountability and Rating FrameworkFramework

Different websites contain statements about the same person:Different websites contain statements about the same person: [Kara Dobbs] says [Kara Dobbs] says (Scott Rahin)(Scott Rahin) is is (Trustworthy)(Trustworthy) **on James Drevin’s site, Google finds:on James Drevin’s site, Google finds: [James Drevin] says [James Drevin] says (Scott Rahin)(Scott Rahin) is is (Trustworthy)(Trustworthy) and [Citibank] says and [Citibank] says (James Drevin)(James Drevin) is is (Trustworthy)(Trustworthy) How is this like Pagerank?How is this like Pagerank? *quality of RDF depends on quality of others pointing towards it*quality of RDF depends on quality of others pointing towards it What problems could arise from this framework?What problems could arise from this framework? *nature of truth and human behavior*nature of truth and human behavior *intrude on privacy*intrude on privacy Many other things could also be included in frameworkMany other things could also be included in framework

Google Marketplace ManagerGoogle Marketplace Manager How does Google get the information?How does Google get the information? MM is software that resembles a spreadsheet in which MM is software that resembles a spreadsheet in which

you list personal information (what you want to buy/sell you list personal information (what you want to buy/sell etc.)etc.)

MM initially a “logical statement editor”MM initially a “logical statement editor” People enter names, addresses etc., and MM saved People enter names, addresses etc., and MM saved

RDF files, and Google updatedRDF files, and Google updated What is Open Product Taxonomy?What is Open Product Taxonomy? *a structured thesaurus where you identify the type of *a structured thesaurus where you identify the type of

product for saleproduct for saleExample: you enter an ISBN # from back of book and MM Example: you enter an ISBN # from back of book and MM

fills the rest in (author, copyright etc.) by querying for fills the rest in (author, copyright etc.) by querying for RDFRDF

Google Personal AgentGoogle Personal Agent

ServiceService rather than search rather than searchSoftware that queried Google and notified Software that queried Google and notified

you when it found what you wantedyou when it found what you wantedYou could be updated on ANYTHINGYou could be updated on ANYTHINGExample: You want to know when the price Example: You want to know when the price

of a video game goes down.of a video game goes down.Negotiating for you: if it found an ipod in Negotiating for you: if it found an ipod in

good condition for less than $100good condition for less than $100 *Negotiation would depend on *Negotiation would depend on preset rulespreset rules

Google Verification ServiceGoogle Verification Service

““Web of Trust” ideaWeb of Trust” ideaVerification and rating service for $15 a Verification and rating service for $15 a

yearyearYou must answer a questionnaire, go You must answer a questionnaire, go

through a credit check, and provide some through a credit check, and provide some bank account informationbank account information

People reluctant to participate, yet trust People reluctant to participate, yet trust Google because they are the marketplaceGoogle because they are the marketplace

What happened to Ebay and What happened to Ebay and Amazon?Amazon?

Other clones of MM were made, but they didn’t charge a transaction Other clones of MM were made, but they didn’t charge a transaction feefee

Amazon and Ebay incorporated RDF on their auction-based and Amazon and Ebay incorporated RDF on their auction-based and item sales sitesitem sales sites

Drop box introduced by Citibank:Drop box introduced by Citibank: *identified by a single number; can only receive deposits straight to a *identified by a single number; can only receive deposits straight to a

checking/savings accountchecking/savings account *URL-addressable *URL-addressable *no risk giving out the number*no risk giving out the number *no fee for deposits*no fee for depositsResult:Result: Everyone could sell their goods without any “middleman” Everyone could sell their goods without any “middleman” Google eventually dropped its fees and allowed Drob Box accounts Google eventually dropped its fees and allowed Drob Box accounts

also, charging $25 a year for MM software also, charging $25 a year for MM software sellerssellers Google would tie Drop Box accounts to stock to try to make profitGoogle would tie Drop Box accounts to stock to try to make profit

Semantically Terrifying Future?Semantically Terrifying Future?

Too much privacy, or not enough privacy?Too much privacy, or not enough privacy?Guns and Drug smuggling:Guns and Drug smuggling:

*Example of the yacht*Example of the yacht

*Google Personal Agent acting as the *Google Personal Agent acting as the “middleman” with code words“middleman” with code words

* “the seller who wont sell you out”* “the seller who wont sell you out”Possibility of Mandatory Metadata Review Possibility of Mandatory Metadata Review

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